Preference Clarity
PCA consumer's ability to explain the reasons why a particular brand or type of product is preferred
5 items
2009
α .89
Free
Franke, N. P., & Steger, C. J.
What it measures
A four-item Likert-type scale designed to measure a consumer's ability to explain the reasons why a particular brand or type of product is preferred.
Response format
7-point scale
Scale items
- It would be easy for me to describe what an ideal __________ should look like.
- It would be no problem for me to name those attributes of a __________ which are most important to me.
- I could easily explain to someone else what kind of __________ I like best.
- If I had three minutes’ time to explain to someone else what I like and what I dislike, this person could
- 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 = .89) 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
#advertising#persuasion