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Self-Concepts, Person Concepts, and Product Concepts Scale

SCPPCA semantic differential measure for evaluating and comparing self-concepts (ideal, actual, social self), person concepts (e.g., celebrity endorsers), and product concepts (e.g., brand images) on a common dimensional space. Designed to identify congruence between a consumer's self-concept and the image of a product or spokesperson — enabling matching of product image to target market self-image.

15 items 1981 α 0.50–0.70 Free Malhotra, N.K.

What it measures

A 15-item semantic differential scale derived from Osgood, Suci and Tannenbaum's (1957) meaning structure framework, adapted for measuring and comparing self-image, person image, and product/brand image on the same dimensional space. Enables self-congruity analyses by placing all three concepts in a common measurement framework. Dimensions were derived via factor analysis of 70 initial items across self-concepts, automobile brands, and actor ratings. Tautness and aggressiveness dimensions from the original pool were not retained. Coefficient alpha per applicable factor sub-scale ranged from 0.50 to 0.70. Primarily used in brand positioning and testimonial research to match product imagery with target segment self-image.

Representative items

Rugged — Delicate
Youthful — Mature
Contemporary — Noncontemporary
Modest — Vain
Colorless — Colorful

Citation

Malhotra, N.K. (1981). A scale to measure self-concepts, person concepts, and product concepts. Journal of Marketing Research, 18(4), 456–464.

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