Perceived Brand Similarity to Best Alternative

Name: Perceived Brand Similarity to Best Alternative
Creator: Davis, D. F.
Published: 2023
License: https://psychometricscales.com/methodology.html

Perceived Similarity of a Brand to the Best Available Option

3 items 2023 α 0.861 (Study 4); 0.903 (Supplemental Study 5) Free Davis, D. F.

What it measures

This scale measures how closely a shopper believes a particular product resembles the best option available among alternatives. Davis (2023) used it while participants imagined shopping with third-party ratings of competing products, across a main study and a supplemental replication.

Scale items

How similar do you think this _____ is to the best available product? (Not similar at all / Very similar)
How much in common does this _____ have with the best available product? (Not much at all / A lot)
How highly ranked do you think this _____ would be? (Not ranked highly at all / Ranked very highly)

Citation

Davis, Derick F. (2023), "Distributions Distract: How Distributions on Attribute Filters and Other Tools Affect Consumer Judgments," Journal of Consumer Research, 49 (6), 1074-1094.

View & search this scale interactively →

Free access to 2372+ psychometric scales at PsychScales