Three seven-point semantic differential items assess the perceived value of a specified object in terms of its worth, the benefit it provides to the consumer, and the happiness it would generate. The item questions were not published in the original article; the items shown here were reconstructed in a published review based on the described response anchors. The scale was used to compare perceived value of hedonic versus utilitarian goods.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Alphas of .81 ($50 dinner certificate) and .82 ($50 grocery certificate). No validity information was provided. The questions themselves were not published in the original article and were reconstructed in the published review based on anchor descriptions; researchers should verify wording. The name or description of the focal object should be placed in the blanks.
Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43–53.
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