Product Preference (Company)

What it measures

The scale measures a consumer's preference for one company's product over a competitor's, using a simple forced-choice format across paired product comparisons. Adapted and validated across both US and Chinese samples, it was developed to test how the design origin of a product — user-designed versus designer-designed — interacts with cultural beliefs about power distance.

Response format

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

Scale items

• Which _____ would you choose to buy if you need one at this moment?
• In these two _____, which one do you prefer?
• I would more likely buy a _____ from:

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

Usage notes & scoring

Song, Jung, and Zhang (2021) adapted this scale from a measure used by Dahl, Fuchs, and Schreier (2015), administering it to both US and Chinese participants with the instrument translated and back-translated for accuracy. Reliability was excellent (α = .96). Validity wasn't separately assessed.

Citation

Song, X., Jung, J., & Zhang, Y. (2021). Consumers’ Preference for User-Designed Versus Designer-Designed Products: The Moderating Role of Power Distance Belief. Journal of Marketing Research, 58(1), 163–181.

Keywords