Low Price Guarantee Focus (Protection)

What it measures

A three-item likert scale designed to measure what a customer focuses on after a store pays him/her a refund as part of its low price guarantee (lpg).

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I felt that by paying the refund, the retailer fulfilled its promise of protecting my financial interest.
• I felt like I should not hold anything against the retailer now that it has paid to me the promised refund.
• The fact that I found a lower price at another store did not bother me. What was important to me was that

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

Usage notes & scoring

Internal consistency (alpha = .85) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Dutta, Sujay, Abhijit Biswas, and Dhruv Grewal (2007), “Low Price Signal Default: An Empirical Investigation of its Consequences,” Journal of the Academy of Marketing Science, 35 (1), 76-88.

Keywords