Price Consciousness Scale

What it measures

Measures the degree to which a consumer focuses exclusively on paying low prices — buying only when prices are low and being unwilling to pay higher prices. Part of Lichtenstein et al.'s comprehensive price perception battery that also includes value consciousness, coupon proneness, sale proneness, price mavenism, and prestige sensitivity. Price-conscious consumers are highly sensitive to price differences and actively seek low prices.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

• I am not willing to go to extra effort to find lower prices. (R)
• The money saved by finding low prices is usually not worth the time and effort. (R)
• I would never shop at a store just because it has low prices. (R)
• The lower-priced product is usually my choice.
• I rely heavily on low prices when making a purchase.

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

Usage notes & scoring

(R)=reverse-scored. Score = mean. Higher = more price-conscious. Part of a comprehensive price perception battery — can be used independently or with other subscales (value consciousness, coupon proneness, sale proneness, price mavenism). Price consciousness is distinct from value consciousness (which considers quality alongside price).

Recommended companion scales

Citation

Lichtenstein, D.R., Ridgway, N.M., & Netemeyer, R.G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234–245.

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