Three bipolar items measure how high a consumer perceives the advertised price of a product to be, covering the price itself and how cheap or expensive the product feels. Also referred to as perceptions of sacrifice in the original study. Blanks should be filled with the product name.
Suri, R., & Monroe, K. B. (2003). The effects of time constraints on consumers' judgments of prices and products. Journal of Consumer Research, 30(June), 92–104.
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