Sales Offer Evaluation

What it measures

Assesses how a consumer evaluates a specific promotional deal, combining perceptions of deal attractiveness, overall deal quality, and purchase likelihood. Referred to as 'deal evaluation' by the original author. Items use different bipolar anchors rather than a single uniform scale format.

Response format

9-point scale with item-specific response anchors (e.g., very unattractive to very attractive; definitely a bad deal to definitely a good deal; definitely will not to definitely will buy)

Scale items

• How attractive does the deal appear to you? (1 = very unattractive, 9 = very attractive)
• In your opinion, does the promotion suggest a good or a bad deal overall? (1 = definitely a bad deal, 9 = definitely a good deal)
• How likely are you to buy the [product]? (1 = definitely will not, 9 = definitely will)

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

Usage notes & scoring

Referred to as 'deal evaluation' in the original article. Used in Studies 1 and 3 (both with Chinese undergraduates); alphas were .90 and .84 respectively. Each item has its own set of response anchors on a 9-point scale. Replace the blank in item 3 with the name or descriptor of the focal product.

Citation

Mao, W. (2016). Sometimes 'fee' is better than 'free': Token promotional pricing and consumer reactions to price promotion offering product upgrades. Journal of Retailing, 92(2), 173–184.

Keywords