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)
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.
- 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.