Product Preference (Quality)

What it measures

The scale captures relative perceived quality between two products, using the same head-to-head comparison format as its purchase-interest companion.

Response format

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

Scale items

• I think this product is of high quality.
• This product appears to be good in terms of functionality.
• This product is likely very useful to consumers.

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), who used the scale across two studies with Prolific participants in the same head-to-head comparison format as its purchase-interest companion. Reliability was strong (α = .89–.92). Some validity evidence was reported in both 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