Seven seven-point Likert-type items measure the degree to which a consumer is motivated to pay low prices for products while ensuring quality thresholds are met. Items address price-quality tradeoffs, value maximisation, comparative price checking, unit price use, and best-value seeking. The scale distinguishes value consciousness from related constructs such as coupon proneness by its emphasis on the quality constraint.
Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition-transaction utility theory perspective. Journal of Marketing, 54(3), 54–67.
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