Measures the degree to which a consumer anticipates that a specific product will enhance their performance in a relevant domain. All three items require blanks to be filled with both the product name and the performance domain, making the scale highly flexible across physical, cognitive, and prestige-related contexts. Developed as a manipulation check for research on marketing-induced placebo effects. Two items use bipolar anchors (harm/help; bad/good at improving); one is phrased as a direct extent question.
7-point; items vary between bipolar anchors and extent-based question format
Full scale items shown. Always cite the original source when using this scale in research.
All items contain blanks for the product name and performance domain. Item 3 is phrased as a question ('To what extent...') rather than a Likert statement. Used across physical, cognitive concentration, and prestige performance contexts. Inspired by Shiv, Carmon, & Ariely (2005), Journal of Marketing Research, 42, 383–393.
Garvey, A.M., Germann, F., & Bolton, L.E. (2016). Performance brand placebos: How brands improve performance and consumers take the credit. Journal of Consumer Research, 42(6), 931–951.
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