Perceived Product Price Level

What it measures

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.

Response format

7-point semantic differential

Scale items

• The advertised price for this __________ was: very low / very high
• I felt that the __________ was: very cheap / very expensive
• I felt that the manufacturer's advertised price for the __________ was: very low / very high

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

Usage notes & scoring

Alpha of .96. CFA conducted with items from this scale alongside a quality perception measure. Blanks should be filled with the product name or category. Bear similarity to other pricing scales — discriminant validity from quality perceptions was assessed. Companion scale: Perceived Price Sacrifice 11-point version (ID 1032).

Recommended companion scales

Citation

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.

Keywords