Product Image Generality

What it measures

Three reverse-scored items measure the degree to which a consumer has difficulty describing or specifying the detailed characteristics of a product, reflecting perceived intangibility.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• It is easy to describe many features related to __________. (r)
• I could easily explain many features associated with __________. (r)
• It is not difficult to give a precise description of __________. (r)

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

Usage notes & scoring

Developed by Laroche et al. (2005) for Experiment 2; different measure used in Experiment 1. Alphas .907 (offline) and .925 (online). All items are reverse-scored—high scores indicate difficulty describing the product (greater perceived intangibility). Blanks should be replaced with the product name.

Recommended companion scales

Citation

Laroche, M., Yang, Z., McDougall, G. H. G., & Bergeron, J. (2005). Internet versus bricks-and-mortar retailers: An investigation into intangibility and its consequences. Journal of Retailing, 81(4), 251–267.

Keywords