Product Attribute Importance

What it measures

Three semantic differential items measure how important a specific product attribute is to a consumer's evaluation and choice process.

Response format

7-point semantic differential

Scale items

• not at all important / very important
• irrelevant to my choice / very relevant to my choice
• a feature I would not consider / a feature I definitely consider

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

Usage notes & scoring

No origin stated by Sujan and Bettman (1989); scale appears developed for their study. Alpha .93 (Desai and Keller 2002). Blanks should be replaced with the specific product attribute being evaluated.

Recommended companion scales

Citation

Sujan, M., & Bettman, J. R. (1989). The effects of brand positioning strategies on consumers' brand and category perceptions. Journal of Marketing Research, 26(4), 454–467.

Keywords