Perceived Co-Promoted Product Association

What it measures

Five items assess whether a consumer perceives two products that are jointly promoted as genuinely related — that is, as items typically used or consumed together. Aydınoğlu and Krishna (2019) employed the scale as a manipulation check across pretests in four studies. The scale appears to have been created by the authors. Slightly different versions were used depending on the study: the Study 1 pretest used items 1–3, while later pretests used items 2–5.

Response format

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

Scale items

• The two products can be _____ together.
• The promotional message reflects relation between the products.
• The two _____ items are associated to one another.
• I can think of the two _____ items together.
• These two products are coupled.

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

Usage notes & scoring

Item 1 blank should be filled with an action word relevant to the product category (e.g., 'worn' for clothing, 'used' for general products). Items 3 and 4 blanks should be filled with a category label (e.g., 'clothing'). A shortened version of item 3 ('The products are associated.') was used in Study 1. The version used should be documented when reporting.

Citation

Aydınoğlu, N. Z., & Krishna, A. (2019). The power of consumption-imagery in communicating retail-store deals. Journal of Retailing, 95(4), 116–127.

Keywords