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.
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.
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