Perceived Brand Model Improvement

What it measures

Four items assess how much consumers perceive the latest version of a branded product to be an advancement over earlier models. Dagogo-Jack and Forehand (2018) used the scale in Study 5 with 407 MTurk participants. The scale appears to have been created by the authors.

Response format

7-point (anchors vary by item)

Scale items

• How much has the _____ evolved between the first model and the most recent model?
• How does the most recent model compare to previous models?
• To what extent is the most recent model an improvement over previous _____ models?
• How much better is the most recent model than previous _____ models?

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

Usage notes & scoring

Response anchors vary across items: items 1 and 3 use 1=not at all / 7=very much; item 2 uses 1=most recent model not at all more advanced / 7=much more advanced than previous; item 4 uses 1=not at all better / 7=much better. The blank in each item should be filled with the product name (e.g., iPhone).

Citation

Dagogo-Jack, S. W., & Forehand, M. R. (2018). Egocentric improvement evaluations: Change in the self as an anchor for brand improvement judgments. Journal of Marketing Research, 55(6), 934–950.

Keywords