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.
Likert (1–7, very unlikely to very likely / strongly disagree to strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Score = mean of all items. Higher = greater purchase likelihood. One of the most-used dependent variables in experimental consumer research. Distinguish from actual purchase behaviour — intention–behaviour gaps are common and moderated by situational factors, self-control, and habit.
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.
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