A three-item semantic differential scale assessing how large or substantial a consumer perceives a particular price discount to be. Originally used as a manipulation check for promotion depth in a product-harm crisis context, with higher scores indicating a larger perceived discount.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Developed as a manipulation check to verify that high-discount conditions were perceived as significantly larger than low-discount conditions. Respondents rate a named brand/store's promotion program on each bipolar adjective pair. Stem: 'Please indicate how you assess the promotion program provided by [brand].'
Xie, Y., & Keh, H.T. (2016). Taming the blame game: Using promotion programs to counter product-harm crises. Journal of Advertising, 45(2), 211–226.
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