Payment Level Motivation

What it measures

The scale measures a consumer's economic self-interest motivation when offered a pay-what-you-want pricing option — the extent to which they see it primarily as a chance to get a deal or save money, rather than to be generous toward the seller. Three items were developed to test how gender shapes the motivations behind pay-what-you-want purchase decisions.

Response format

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

Scale items

• this is a chance to get a good deal.
• this is a chance to save money.
• this is a chance to help myself.

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

Usage notes & scoring

Santana and Morwitz (2021), who refer to the construct as economic payment motives, used the scale in a pay-what-you-want bakery scenario; source not stated. Reliability was good (α = .86). A factor analysis was conducted alongside two related item sets, though validity wasn't separately discussed. Note: item wording varied slightly between the two studies it was used in.

Citation

Santana, S., & Morwitz, V.G. (2021). The Role of Gender in Pay-What-You-Want Contexts. Journal of Marketing Research, 58(2), 265–281.

Keywords