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.
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.
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