Echelles relatives au prix de Lichtenstein et al. (1990)

Source : Donald R. Lichtenstein, Richard G. Netemeyer and Scot Burton (1990),  Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective, Journal of Marketing, Vol. 54, No. 3 (Jul., 1990), pp. 54-67

  • Rôle négatif du prix
    • Sensibilité à la qualité (Value consciousness)
    • Recherche des prix les plus bas (Price consciousness)
    • Sensibilité aux coupons (Coupon proneness), version 2
    • Sensibilité à la promotion (Sale proneness)
    • Expertise perçue en prix (Price manevism), échelle modifiée de Feick & Price, 1987.
  • Rôle positif du prix
    • Croyance dans la relation positive qualité et prix (Price-quality schema)
    • Sensibilité au prestige (Prestige sensitivity)

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Sensibilité à la qualité (Value consciousness)

  • I am very concerned about low prices, but I am equally concerned about product quality.
  • When grocery shopping, I compare the prices of different brands to be sure I get the best value for the money.
  • When purchasing a product, I always try to maximize the quality I get for the money I spend.
  • 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 will buy them.
  • When I shop, I usually compare the « price per ounce » information for brands I normally buy.
  • I always check prices at the grocery store to be sure I get the best value for the money I spend.

Recherche des prix les plus bas (Price consciousness)

  • I am not willing to go to extra effort to find lower prices.*
  • I will grocery shop at more than one store to take advantage of low prices.
  • The money saved by finding low prices is usually not worth the time and effort.*
  • I would never shop at more than one store to find low prices. *
  • The time it takes to find low prices is usually not worth the effort.*

Sensibilité aux coupons (Coupon proneness), version 2

  • Redeeming coupons makes me feel good.
  • I enjoy clipping coupons out of the newspapers.
  • When I use coupons, I feel that I am getting a good deal.
  • I enjoy using coupons, regardless of the amount I save by doing so.
  • Beyond the money I save, redeeming coupons gives me a sense of joy.

(items enlevés)

  • I have favorite brands, but most of the time I buy the brand I have a coupon for.
  • I am more likely to buy brands for which I have a coupon
  • Coupons have caused me to buy products I normally would not buy.

Sensibilité à la promotion (Sale proneness)

  • If a product is on sale, that can be a reason for me to buy it.
  • When I buy a brand that’s on sale, I feel that I am getting a good deal.
  • I have favorite brands, but most of the time I buy the brand that’s on sale.
  • One should try to buy the brand that’s on sale.
  • I am more likely to buy brands that are on sale.
  • Compared to most people, I am more likely to buy brands that are on special.

Expertise perçue en prix (Price manevism), échelle modifiée de Feick & Price, 1987.

  • People ask me for information about prices for different types of products.
  • I’m considered somewhat of an expert when it comes to knowing the prices of products.
  • For many kinds of products, I would be better able than most people to tell someone where to shop to get the best buy.
  • I like helping people by providing them with price information about many types of products.
  • My friends think of me as a good source of price information.
  • I enjoy telling people how much they might expect to pay for different kinds of products.

Croyance dans la relation positive qualité et prix (Price-quality schema)

  • Generally speaking, the higher the price of a product, the higher the quality.
  • The old saying « you get what you pay for » is generally true.
  • The price of a product is a good indicator of its quality.
  • You always have to pay a bit more for the best.

Sensibilité au prestige (Prestige sensitivity)

  • People notice when you buy the most expensive brand of a product.
  • Buying a high priced brand makes me feel good about myself.
  • Buying the most expensive brand of a product makes me feel classy.
  • I enjoy the prestige of buying a high priced brand.
  • It says something to people when you buy the high priced version of a product.
  • Your friends will think you are cheap if you consistently buy the lowest priced version of a product.
  • I have purchased the most expensive brand of a product just because I knew other people would notice.
  • I think others make judgments about me by the kinds of products and brands I buy.
  • Even for a relatively inexpensive product, I think that buying a costly brand is impressive.
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