Purchase Intention Scale

What it measures

Measures the likelihood that a consumer will purchase a specific product or service. Purchase intention is the most commonly used behavioural intention measure in marketing, used as the primary dependent variable in advertising, pricing, packaging, and product research. Items capture probability of purchase, willingness to buy, and consideration.

Representative items

• The likelihood that I would purchase this product is very high.
• If I were going to buy this type of product, I would consider buying this brand.
• My willingness to buy this product is very high.
• The probability that I would consider buying this product is high.

Citation

Dodds, W.B., Monroe, K.B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307–319.