Price Believability Scale

What it measures

Measures the extent to which a consumer believes that a price listed for a product is credible and represents the actual price that will be charged by a specific retailer. The scale uses a combination of single-word evaluative descriptors and bipolar item pairs to capture both the general trustworthiness of the stated price and the specific belief that it reflects the true going price in the market.

Scale items

• credible
• reliable
• trustworthy
• dependable
• attainable
• believable
• not at all the real price the retailer will charge / the real price the retailer will charge
• not at all the going price for the product / the going price for the product

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

Usage notes & scoring

Developed and used by Bodur, Klein & Arora (2015) in the context of online price comparison sites, with data from undergraduate students (Study 1, n = 63) and a national consumer panel (Study 3, n = 171). The scale's origin was not identified by the authors. Items 1-6 are single-word descriptors rated on a 9-point scale anchored at 'not at all' (1) and 'very' (9). Items 7 and 8 are bipolar pairs rated on the same 9-point scale. Alphas were .95 (Study 1) and .97 (Study 3). Discriminant validity was established with respect to a retailer quality scale.

Citation

Bodur, H.O., Klein, N.M., & Arora, N. (2015). Online price search: Impact of price comparison sites on offline price evaluations. Journal of Retailing, 91(1), 125-139.

Keywords