Product Preference (Purchase)

What it measures

The scale measures relative purchase interest between two products, using a direct head-to-head comparison format rather than a standalone rating.

Response format

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

Scale items

• I would be willing to buy this product.
• I would be likely to purchase this product.
• I am interested in buying this product.

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

Usage notes & scoring

Source not stated by Acar et al. (2021), though the items resemble common purchase-interest measures adapted here into a head-to-head comparison format; used across three studies. Reliability was excellent throughout (α = .94–.96). Some validity evidence was reported across all three studies, though details were limited.

Recommended companion scales

Citation

Acar, O.A., Dahl, D.W., Fuchs, C., & Schreier, M. (2021). The Signal Value of Crowdfunded Products. Journal of Marketing Research, 58(4), 644–661.

Keywords