Measures the degree to which a consumer perceives a given price to be fair and reasonable using four 7-point semantic differential items. The scale captures evaluations of a price along the dimensions of fairness, justice, reasonableness, and acceptability.
Full scale items shown. Always cite the original source when using this scale in research.
The current 4-item version was used by Kwak, Puzakova & Rocereto (2015) in Studies 2, 3, and 4, who added the unacceptable / acceptable item (item 4) to a 3-item scale originally developed by Bolton, Keh & Alba (2010). Items are semantic differentials with a 7-point response format. Alphas were .96 (Study 2) and .97 (Studies 3 and 4). The authors did not discuss the scale's validity. The Bolton et al. (2010) 3-item version contained only items 1, 2, and 3. This is a distinct scale from the Consumers' Need for Price Fairness Scale (ID 282, Xia et al. 2004) and the Perceived Price Fairness Scale (ID 376, Campbell 1999), which use different items, formats, and theoretical frameworks.
Kwak, H., Puzakova, M., & Rocereto, J.F. (2015). Better not smile at the price: The differential role of brand anthropomorphization on perceived price fairness. Journal of Marketing, 79(4), 56-76.
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