Product Public-Private Consumption Classification

What it measures

Six items classify a product on a public-to-private consumption continuum based on perceptions of how most people typically consume it. Items 4–6 are reverse-scored private-consumption anchors.

Response format

6-point Likert (1=strongly disagree, 6=strongly agree)

Scale items

• Public product for everyone.
• Public product for almost all people.
• Public product for the majority of people.
• Private product for the majority of people. (r)
• Private product for almost all people. (r)
• Private product for everyone. (r)

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

Usage notes & scoring

Developed by Bearden and Etzel (1982); no original psychometric information provided. Construct reliability .99 reported by Grewal, Mehta, and Kardes (2004). Cronbach's alpha not reported. Items 4, 5, and 6 are reverse-scored. This entry represents a product classification typology (public vs. private consumption) rather than a psychometric scale. No Cronbach alpha reported in the source.

Recommended companion scales

Citation

Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decision. Journal of Consumer Research, 9(2), 183–194.

Keywords