Purchase Likelihood at Current Price

What it measures

Measures a consumer's stated probability of purchasing a specific product at its current listed price. Items are completion-style statements that ask respondents to indicate likelihood and probability of purchase. Used in Studies 4 and 5 examining how local–global identity influences price sensitivity. Adapted from Dodds, Monroe, and Grewal (1991) and Grewal, Monroe, and Krishnan (1998). The product name should be inserted in each blank.

Response format

7-point (likely strongly disagree/strongly agree; scale format not explicitly stated)

Scale items

• If I were going to buy a _____, the probability of buying this _____ at the current price is . . .
• The likelihood that I would purchase this _____ at the current price is . . .
• The probability that I would consider buying this _____ at the current price is . . .
• At the current price, the likelihood that I would seriously consider buying this _____ is . . .
• The probability that I am willing to buy this _____ at the current price is . . .

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

Usage notes & scoring

Insert product name in each blank. The authors sometimes used this scale as a measure of price sensitivity. Response scale format not explicitly stated; likely 7-point with strongly disagree/strongly agree anchors based on context. Adapted from Dodds, Monroe, & Grewal (1991), JMR, 28, 307–319, and Grewal, Monroe, & Krishnan (1998), JM, 62 (April), 46–59. Alphas: .95 (Study 4) and .96 (Study 5).

Recommended companion scales

Citation

Gao, H., Zhang, Y., & Mittal, V. (2017). How does local–global identity affect price sensitivity? Journal of Marketing, 81(3), 62–79.

Keywords