Price Offer Fairness

What it measures

Four items assess a consumer's perception of the justness and equitability of a specific sale price for a product.

Response format

9-point (1=extremely unfair, 9=extremely fair)

Scale items

• Overall, how fair is the sale price for the __________?
• The sale price for the __________ represents a fair price.
• The sale price does not seem fair to me. (r)
• How fair/unfair do you think the price offered to consumers is?

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Items similar to Martins (1995). Alpha .90. Item 3 is reverse-scored. Blanks should be replaced with the product name. The 9-point format captures fine-grained fairness judgments.

Citation

Hardesty, D. M., Carlson, J. P., & Bearden, W. O. (2002). Brand familiarity and invoice price effects on consumer evaluations: The moderating role of skepticism toward advertising. Journal of Advertising, 31(2), 1–15.

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