Five seven-point Likert-type items measure the degree to which a product is perceived as socially public—that is, whether owning and using it would make the consumer visible to and evaluable by others. Items address whether others would know about the purchase, evaluate it, observe usage, ask questions about it, and require explanation of the choice. The scale was developed to measure social risk as a product category characteristic.
DelVecchio, D., & Smith, D. C. (2005). Brand-extension price premiums: The effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Science, 33(2), 184–196.
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