Product Complementarity

What it measures

Three semantic differential items assess the degree to which two products are perceived as complementary in nature and suited to joint usage.

Response format

7-point semantic differential

Scale items

• noncomplementary product combination / complementary product combination
• bad-fitting product combination / good-fitting product combination
• noncomplementary in use / complementary in use

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

Usage notes & scoring

Appears original to Ruth and Simonin (2003); draws on Varadarajan (1986). Alphas .96–.98 across four product pairings. Blanks should be replaced with the two products being compared.

Recommended companion scales

Citation

Ruth, J. A., & Simonin, B. L. (2003). Brought to you by Brand A and Brand B: Investigating multiple sponsors' influence on consumers' attitudes towards sponsored events. Journal of Advertising, 32(3), 19–30.

Keywords