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.
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.
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