This three-item scale measures whether low price was the driving reason behind a consumer's choice of a specific product. Choe, Kan, and Polman (2023) used it in Study 5, with 408 Prolific participants, in research on budgeting for gifts versus personal purchases. The authors wrote the items, including some key words from Lichtenstein, Ridgway, and Netemeyer's (1993) price consciousness measure; one item is identical to an item in Wakefield and Inman's (2003) price sensitivity scale.
7-point Likert (1 = strongly disagree, 7 = strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .868 in Study 5 (Choe, Kan, and Polman 2023, Web Appendix, p. 10); validity was not discussed. Unlike trait measures of price consciousness, the items refer to one specific choice. Directions: 'Thinking back to your choice of ___, please answer the extent to which you agree with the following statements.' The blank is filled with the name of the focal product. Item 3 is identical to an item in Wakefield and Inman (2003). Named with a qualifier to distinguish it from the Price Consciousness Scale (ID 284) and Price Consciousness Scale (Retail Manager-Rated) (ID 1843).
Choe, Yuna, Christina Kan, and Evan Polman (2023), "Divergent Effects of Budgeting for Gifts versus Personal Purchases," Journal of Consumer Research, 50 (3), 576-596.
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