Product Preference (Global/Local Version)

What it measures

A four-item scale measuring product preference.

Response format

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

Scale items

• The global version is more attractive than the local version.
• The global version is more useful than the local version.
• I like the global version more than the local version.
• I would rather buy the global version than the local version.

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

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Zhang, Yinlong and Adwait Khare (2009), "The Impact of Accessible Identities on the Evaluation of Global versus Local Products," Journal of Consumer Research, 36 (3), 524-537.

Keywords