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.
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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