Product Price and Volume Simultaneous Changes (Typicality)

What it measures

When a product's price and quantity shift together, does that feel like a normal move or an unusual one? Three paired items measure perceived typicality.

Response Format

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

Representative items

• unusual / usual
• uncommon / common
• novel / not novel 316 PRODUCT PURCHASE INTEREST Three, five-point Likert-type items are used to measure a person’s interest in trying a particular product and could imagine buying it.

Citation

Yao, J., Oppewal, H., & Wang, D. (2020). Cheaper and Smaller or More Expensive and Larger: How Consumers Respond to Unit Price Increase Tactics that Simultaneously Change Product Price and Package Size. Journal of the Academy of Marketing Science, 48(6), 1075–1094.

Keywords