Measures the degree to which a consumer likes a specific listed sale price, capturing the affective component of price evaluation independent of the reasons for that evaluation. The items use different question formats to assess overall price liking and the feelings associated with a listed price.
Full scale items shown. Always cite the original source when using this scale in research.
Used by Coulter and Grewal (2014) in Studies 1, 2, 4, and 5 in the context of implicit egotism effects in pricing. The scale was described as consistent with prior research but no specific source was identified; it appears to have been assembled by the authors. Alphas ranged from .92 to .94 across the four studies. Validity was not discussed. Note that items 1 and 2 use a 7-point scale anchored at 'dislike extremely' (1) and 'like extremely' (7), while item 3 uses the anchors 'not at all' (1) and 'very much' (7); the response scale for the items is therefore not entirely uniform.
Coulter, K.S., & Grewal, D. (2014). Name-letters and birthday-numbers: Implicit egotism effects in pricing. Journal of Marketing, 78(3), 102-120.
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