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.

Representative items

• I am very concerned about low prices, but I am equally concerned about product quality. (R)
• I will grocery shop at more than one store to take advantage of low prices.
• The money saved by finding low prices is usually not worth the time and effort. (R)
• I would never shop at more than one store to find low prices. (R)
• The lowest price products are usually my choice.

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.