Product Social-Adjustive Function

What it measures

Six items measure the social-adjustive functional base of product attitude—the degree to which owning and using a product helps the consumer to fit in, gain approval, and signal social identity.

Response format

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

Scale items

• It is important for my friends to know the brand of __________ I possess.
• __________ are a symbol of social status.
• My __________ helps me in fitting into important social situations.
• I like to be seen with my __________.
• The brand of __________ that a person owns tells me a lot about that person.
• My __________ indicates to others the kind of person I am.

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

Usage notes & scoring

One of four functional attitude subscales by Grewal, Mehta, and Kardes (2004); construct reliability .98. Cronbach's alpha not reported. Blanks should be replaced with the product name. Companion subscales measure knowledge, utilitarian, and value-expressive functions.

Recommended companion scales

Citation

Grewal, R., Mehta, R., & Kardes, F. R. (2004). The timing of repeat purchases of consumer durable goods: The role of functional bases of consumer attitudes. Journal of Marketing Research, 41(1), 101–115.

Keywords