Importance of Product Quantity in the Package (Maximizing)

What it measures

The scale captures the strength of a maximizing shopping orientation, assessing the drive to obtain the greatest possible quantity from a package. It speaks to value-seeking behavior often triggered by promotional framing, like bulk discounts or 'more for your money' messaging.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• Maximizing the product quantity I can get from a product package.
• Getting a product that looks like it offers the greatest amount that I can get.
• Buying a product package that holds the largest amount that I can get.
• Buying more than enough supply of the product so that it lasts a very long time.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Sharma and Romero (2020) cite Deng and Kahn (2009) as the basis for this scale, though Deng and Kahn's article doesn't actually contain it — the scale appears to be the authors' own creation, inspired by Deng and Kahn's theory and methods rather than adapted from an existing measure. Used in a small pretest (n = 55) with strong reliability (α = .90). No evidence of unidimensionality or validity was provided.

Recommended companion scales

Citation

Sharma, N., & Romero, M. (2020). Looks Heavy to Me! The Effects of Product Shadows on Heaviness Perceptions and Product Preferences. Journal of Advertising, 49(2), 165-184.

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