A multiple-item Likert-type scale designed to measure the degree to which a consumer believes that the prices for products charged at a particular store are generally higher than its competitors.
Kukar-Kinney, Monika and Dhruv Grewal (2007), “Comparison of Consumer Reactions to Price-Matching Guarantees in Internet and Bricks-and-Mortar Retail Environments,” Journal of the Academy of Marketing Science, 35 (2), 197-207.
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