Value Consciousness Scale

What it measures

Measures concern for paying low prices subject to some quality constraint — distinct from pure price consciousness which ignores quality. Value-conscious consumers seek the best quality for the price paid rather than simply the lowest price. This distinction is important: value-conscious consumers will pay more for genuinely higher quality whereas price-conscious consumers only seek the lowest price.

Representative items

• I am very concerned about getting good value for my money.
• When grocery shopping, I compare the prices of different brands to be sure I get the best value for the money.
• When I buy products, I like to be sure that I am getting my money's worth.
• I generally shop around for lower prices on products, but they still must meet certain quality requirements before I buy them.
• When I shop, I usually compare the 'price per ounce' information for brands I normally buy.

Citation

Lichtenstein, D.R., Netemeyer, R.G., & Burton, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition-transaction utility theory perspective. Journal of Consumer Research, 17(1), 54–67.