Quality Consciousness

What it measures

A three-item likert scale designed to measure the extent to which a consumer gathers information about product quality before making decisions because of its perceived importance.

Response format

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

Scale items

• I search for as much information as possible on the quality of the products before I choose one.
• It is important for me to know exactly the quality of a product before I buy it.
• It is important for me to buy high-quality products.

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

Usage notes & scoring

Internal consistency (alpha = .804) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Ailawadi, Kusum L., Scott A. Neslin, and Karen Gedenk (2001), “Pursuing the Value-Conscious Consumer: Store Brands Versus National Brand Promotions,” Journal of Marketing, 65 (1), 71-89.

Keywords