Perceived Discount Value

PDVConsumer belief that a retailer's discount on a product is fair, valuable, and attractive

3 items 2018 α .88 Free Guha, A., Biswas, A., Grewal, D., Verma, S., Banerjee, S., & Nordfält, J.

What it measures

Three items capture how favourably a consumer evaluates the financial benefit offered by a retailer's discount, tapping perceptions of fairness, value, and attractiveness. Developed using keywords and concepts from an earlier pricing scale, it was used in Study 2a with undergraduate participants.

Citation

Guha, A., Biswas, A., Grewal, D., Verma, S., Banerjee, S., & Nordfält, J. (2018). Reframing the discount as a comparison against the sale price: Does it make the discount more attractive? Journal of Marketing Research, 55(3), 339–351.

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