The most borrowed short purchase-intention measure in consumer research, from the classic price–quality–value experiments.
| Construct measured | Purchase intention (willingness to buy) |
|---|---|
| Developed by | Dodds, Monroe & Grewal (1991) |
| Original publication | Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307–319. |
| Number of items | 5 (willingness-to-buy; the study also includes perceived quality and perceived value multi-item measures) |
| Response format | 7-point agreement or likelihood scales (e.g., 1 = Strongly disagree to 7 = Strongly agree) |
Unidimensional — a single willingness-to-buy factor (likelihood of purchasing, willingness to buy, consideration at the stated price).
Alphas are commonly reported in the .90s for the willingness-to-buy items.
Validated within a controlled experimental test of price–perceived quality–value theory; the intention measure responds as theorized to price, brand and store cues and has demonstrated robustness across hundreds of adaptations. Note that intention–behavior gaps mean it predicts, but does not equal, actual purchase.
Consumers and student samples in experiments and surveys across product categories and countries; typically adapted with the focal product named.
United States. Adapted and translated worldwide; 3- and 4-item subsets are common.