Price Perception Scales

What it measures

The PPS is the most comprehensive validated battery of consumer price perception and price orientation measures. Lichtenstein, Ridgway, and Netemeyer (1993) distinguished seven theoretically and empirically separable price-related orientations through confirmatory factor analysis in a large field study across multiple product categories. The seven dimensions span two broad groupings: price as a constraining factor (Value Consciousness, Price Consciousness, Coupon Proneness, Sale Proneness, Price Mavenism) and price as an informational cue (Price-Quality Schema, Prestige Sensitivity). Value Consciousness captures concern for paying a fair price relative to quality — the dual concern with quality and value. Price Consciousness captures concern with paying low prices irrespective of quality — pure price minimisation. Coupon Proneness captures responsiveness to coupons as a deal mechanism, driven partly by the smart-shopper self-perception coupons activate. Sale Proneness captures responsiveness to sale prices specifically. Price Mavenism captures the tendency to serve as an information resource for others regarding prices and deals. Price-Quality Schema captures the inferential use of price as a signal of quality. Prestige Sensitivity captures the use of price as a signal of social status and prestige. The seven dimensions have distinct antecedents and consequences: Value Consciousness predicts private label purchase and value shopping; Price Consciousness predicts generic product purchase and price search; Coupon and Sale Proneness predict promotional response; Price Mavenism predicts price information seeking and sharing; Price-Quality Schema predicts avoidance of low-price alternatives in quality-uncertain categories; Prestige Sensitivity predicts luxury and status brand purchase. The PPS has become the reference instrument for price perception research.

Representative items

• When shopping, I compare the prices of different brands to be sure I get the best value for the money. (VC)
• I am very concerned about low prices, but I am equally concerned about product quality. (VC)
• I will shop at more than one store to take advantage of low prices. (PC)
• I am very price conscious when I shop. (PC)
• Coupons have caused me to buy products I normally would not buy. (CP)

Citation

Lichtenstein, D.R., Ridgway, N.M., & Netemeyer, R.G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234–245.