Product Heterogeneity

What it measures

Does an offering feel consistent every time, or does it vary from customer to customer? Four items measure perceived consistency.

Response Format

7-point Likert (1=strongly disagree, 7=strongly agree)

Representative items

• is the same for every customer / can vary from customer to customer
• is identical for every customer / is different for every customer
• is strongly adapted to individual customers.
• is always the same / fluctuates

Citation

Alavi, S., Habel, J., Schwenke, M., & Schmitz, C. (2020). Price Negotiating for Services: Elucidating the Ambivalent Effects on Customers’ Negotiation Aspirations. Journal of the Academy of Marketing Science, 48(2), 165-185.

Keywords