Purchase Likelihood

What it measures

Three semantic differential items measuring how likely, willing, and inclined a consumer is to purchase a specific product. White et al. (2016) used the scale in Study 2 (n=138) in a context examining whether superficial packaging damage reduced purchase intentions via contamination cues. All three items are introduced by the question stem 'How likely would you be to buy the __________?' and rate the respondent's behavioural intention on likelihood, willingness, and inclination dimensions.

Response format

9-point semantic differential

Scale items

• very unlikely to buy this product / very likely to buy this product
• very unwilling to buy this product / very willing to buy this product
• very uninclined to buy this product / very inclined to buy this product

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

Usage notes & scoring

Alpha was .94. The 9-point bipolar format is less common than 7-point scales. The blank in the stem should be filled with a product name or phrase (e.g., 'box of baking soda from the convenience store'). A companion scale from the same paper measures product visual appeal (ID 880).

Recommended companion scales

Citation

White, K., Lin, L., Dahl, D.W., & Ritchie, R.J.B. (2016). When do consumers avoid imperfections? Superficial packaging damage as a contamination cue. Journal of Marketing Research, 53(1), 110–123.

Keywords