Promotional Offer Value Perception

What it measures

Four items measure a consumer's evaluation of the value offered by a specific price promotion. Three items use a Likert-type agree/disagree format while one item uses a semantic differential. Together they tap perceptions of excellent value, poor value (reverse), quality-price ratio, and whether the deal represents a good buy. The scale has been used across consumer packaged goods categories.

Response format

7-point mixed (items 1, 2, 4: strongly disagree/strongly agree; item 3: very poor value for the money/very good value for the money)

Scale items

• The offer is an excellent value for the money.
• Overall, the offer is a POOR VALUE for the money. (r)
• Overall, the offer is a … [very poor value for the money / very good value for the money]
• The offer looks like a good buy.

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

Usage notes & scoring

Alphas of .89 (toothpaste Study 1), .94 (toothpaste Study 2), and .92 (bath soap Study 2). No formal validity examination was reported. Items were provided through personal correspondence with the lead author; only one item was published in the original article.

Citation

Hardesty, D. M., & Bearden, W. O. (2003). Consumer evaluations of different promotion types and price presentations: The moderating role of promotional benefit level. Journal of Retailing, 79(1), 17–25.

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