This three-item scale measures how much a person believes one particular store usually has lower prices than a particular competing store. Sheehan, Hamilton, and Chellappa (2022), who called the construct relative price image, used it in Experiments 1 and 5 of their research on how frequency versus depth pricing strategies shape store price image. Participants were first told they would see comparative prices of some products from two stores. No source was given, and the items appear to have been written by the authors.
Anchors not stated; likely Likert-type (strongly disagree / strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .82 (Experiment 1) and .86 (Experiment 5) (Sheehan, Hamilton, and Chellappa 2022, pp. 547, 555); validity was not discussed. The response anchors were not provided. The blanks take the names of the two stores being compared: one store's name goes in the first blank of item 1 and in item 3; the other's goes in the second blank of item 1 and in item 2. Item 2 is reverse-scored. Named with a qualifier to distinguish it from Price Perception (Store Comparison) (ID 1625; Grewal 2007), a different measure. See also Store Price Image Scale (ID 377).
Sheehan, Daniel, Ryan Hamilton, and Ramnath K. Chellappa (2022), "When Is HILO Low? Price Image Formation Based on Frequency versus Depth Pricing Strategies," Journal of Consumer Research, 49 (4), 543-560.
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