Perceived Price Sacrifice (11-Point)

What it measures

Three bipolar items assess the degree to which a consumer perceives a product's price as expensive and personally costly. The scale emphasises the sacrifice dimension of price perception — how much it hurts to pay — rather than mere price level. Also referred to as a sacrifice measure.

Response format

11-point semantic differential

Scale items

• extremely inexpensive / extremely expensive
• hurts very little to pay / hurts a lot to pay
• very low cost / very high cost

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

Usage notes & scoring

Alphas of .9172 (Experiment 1), .9319 and .9250 (Experiment 4, low- and high-anchor conditions). The 11-point format (anchors not precisely confirmed) is notable — verify with original article. Scale appears original to Adaval and Monroe (2002). Companion scale: Perceived Price Level (7-point version, ID 1033).

Recommended companion scales

Citation

Adaval, R., & Monroe, K. B. (2002). Automatic construction and use of contextual information for product and price evaluations. Journal of Consumer Research, 28(March), 572–588.

Keywords