This scale measures how prestigious and high-end a person considers a particular brand to be. Xu and Mehta (2022) used it in Experiments 1 (n = 267) and 3 (n = 230) with college student samples, as part of research on how consumers respond to luxury products designed by artificial intelligence. The source was not stated; the items resemble those in a measure by Desmichel and Kocher (2020).
7-point scale (1=not at all, 7=very much)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .96 and .85 in Experiments 1 and 3, respectively (Xu and Mehta 2022, pp. 1140, 1143). Validity was not discussed directly; the scale served as a manipulation check and the manipulations worked, which offers some preliminary evidence of predictive validity. The exact stem was not reported; "To what extent do you think the brand is a..." reflects the description in the article. For the related semantic differential by Desmichel and Kocher (2020) see ID 90031.
Xu, Lidan and Ravi Mehta (2022), "Technology Devalues Luxury? Exploring Consumer Responses to AI-Designed Luxury Products," Journal of the Academy of Marketing Science, 50 (6), 1135-1152.
Free access to 2491+ psychometric scales at PsychScales