Skepticism Toward Price Information in Ad

What it measures

A seven-item scale measuring skepticism toward price information in ad.

Response format

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

Scale items

• I think that the retailer is making a false claim that it is offering a low price on the __________.
• I think that the retailer is insincere in its claim that it is offering a low price on the __________.
• The discount offered is likely to be true. (r)
• I am skeptical of the accuracy of the discount offered.
• The discount claim is exaggerated.
• I would only believe the price claim if I could verify it.
• The price discount is intended to mislead.

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

Usage notes & scoring

Internal consistency (alpha = .90) was reported in the primary study. Formal validity assessment was not reported by the original authors. The generic name of the product should be placed in the blanks. Krishnan, Biswas, and Netemeyer (2006) used "digital camera."

Citation

Krishnan, B. C., Biswas, A., & Netemeyer, R. G. (2006). Semantic cues in reference price advertisements: The moderating role of cue concreteness. Journal of Retailing, 82(2), 95–104.

Keywords