Perceived Discount Value

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.

Response format

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

Scale items

• The discount offered by the retailer for the _____ is very fair.
• The discount at which the _____ is offered by the retailer provides very good value.
• The discount offered by the retailer for the _____ is very attractive.

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

Usage notes & scoring

Blanks should be filled with the product name or replaced with 'the product'. A footnote in the original article lists the anchors as 'strongly disagree (10) and strongly agree (7)', which appears to be a typographical error; the format most consistent with the study context is a 7-point Likert scale anchored at strongly disagree (1) and strongly agree (7). Verify with the original article.

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.

Keywords