Price-Value Appraisal

What it measures

Three eleven-point semantic differential items assess the degree to which a consumer views a product at a given price as a worthwhile buy, good monetary value, and excellent bargain. The bipolar anchors span from extremely negative to extremely positive evaluations. The scale has been applied to both low- and high-priced products and shows sensitivity to price level effects.

Response format

11-point semantic differential (-5 to +5, including 0)

Scale items

• extremely bad buy / extremely good buy
• not worth the money / well worth the money
• very bad bargain / very good bargain

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

Usage notes & scoring

Alphas of .86 (low-priced products) and .95 (high-priced products) reported for Experiment 4. Items were provided through personal correspondence. The unconventional 11-point response scale (-5 to +5 with zero midpoint) should be preserved when replicating. No formal validity examination was reported.

Citation

Adaval, R., & Monroe, K. B. (2002). Automatic construction and use of contextual information for product and price evaluations. Journal of Consumer Research, 28(4), 572–588.

Keywords