Purchase Motivation (Expensive Products)

What it measures

A multiple-item likert scale designed to measure the degree to which a consumer views expensive products/brands as forms of self-reward and purchases them for that reason.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I sometimes purchase an expensive product primary for my own pleasure.
• I spoil myself from time to time with an expensive product because I am worth it.
• Buying a high priced product makes me feel good about myself.
• If I want to give myself a treat, I sometimes buy an expensive product.

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

Usage notes & scoring

Internal consistency (alpha = .916) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Völckner, Franziska (2008), “The Dual Role of Price: Decomposing Consumers’ Reactions to Price,” Journal of the Academy of Marketing Science, 36 (3), 359-377.

Keywords