Product Preference (Company)

What it measures

Presented with comparable options, which would a shopper actually choose right now? Three items get at immediate preference.

Response Format

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

Representative 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:

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