Preference Certainty

What it measures

A multiple-item Likert-type scale designed to measure a consumer's ease of making purchases within a product category because of his/her established, prepurchase preference.

Response format

7-point scale

Scale items

• Regarding __________, I know exactly what I want.
• When I purchase a __________, I usually know quite soon what I prefer.
• When I purchase a __________, I find it easy to choose among different alternatives.
• The generic name of the product category should be placed in the blanks. The extreme verbal anchors used by Franke, Keinz, and Steger (2009) were high

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

Usage notes & scoring

Internal consistency (alpha = .83) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.

Citation

Franke, Nikolaus, Peter Keinz, and Christoph J. Steger (2009), "Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?," Journal of Marketing, 73 (5), 103-21.

Keywords