This scale measures how much a consumer believes a luxury brand's attributes reflect technical performance and sophisticated craftsmanship. Xu and Mehta (2022) developed it as the companion to their emotional-essence measure to study consumer reactions to AI-designed luxury products.
Response format varied by study (7-point or 9-point scales; anchors detailed in notes)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability ranged from acceptable to strong across four administrations (α = .73-.86; Xu and Mehta 2022, p. 1143, Web Appendices A, E, H1), falling just under .80 in one administration. A small validation study found the companion emotional-essence items rated significantly higher on an emotional-versus-functional continuum than these items, supporting face validity for the functional/emotional distinction. Response anchors varied across studies: poor (1) to excellent (7) in the pilot, not at all (1) to very much (7) in Experiment 3, and not at all important (1) to very important (9) in the Web Appendix H1 study.
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.
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