Scale library · Consumer behavior
Willingness to buy scale: Dodds, Monroe & Grewal (1991)
Dodds, Monroe and Grewal (1991) studied how price, brand and store name affect buyers' product evaluations. In their model, price and brand and store information affect perceived quality and perceived sacrifice, which together form perceived value, and perceived value leads to willingness to buy. The 5-item willingness-to-buy scale from this article is one of the most cited purchase intention scales. It is often used in theses on purchase intention for cosmetics, electronics, fashion, domestic brands and promoted products.
Cite the original, not the blog.
- Model or scale: Willingness to buy scale
- Constructs: 3
- Items: 15
Original English items
Items marked (R) are reverse-coded: recode them before computing reliability or scale scores. Replace bracketed placeholders such as [system] with the name of the system, brand or organization you study.
Willingness to Buy (WTB, 5 items)
| Code | Item wording | Reverse-coded |
|---|---|---|
| WTB1 | The likelihood of purchasing this product is (very high … very low). | No |
| WTB2 | If I were going to buy this product, I would consider buying this model at the price shown. | No |
| WTB3 | At the price shown, I would consider buying the product. | No |
| WTB4 | The probability that I would consider buying the product is (very high … very low). | No |
| WTB5 | My willingness to buy the product is (very high … very low). | No |
Perceived Quality (PQ, 5 items)
| Code | Item wording | Reverse-coded |
|---|---|---|
| PQ1 | The likelihood that the product would be reliable is (very high … very low). | No |
| PQ2 | The workmanship of product would be (very high … very low). | No |
| PQ3 | This product should be of (very good quality … very poor quality). | No |
| PQ4 | The likelihood that this product is dependable is (very high … very low). | No |
| PQ5 | This product would seem to be durable. | No |
Perceived Value (PV, 5 items)
| Code | Item wording | Reverse-coded |
|---|---|---|
| PV1 | This product is a: (very good … very poor) value for the money. | No |
| PV2 | At the price shown the product is: (very economical … very uneconomical). | No |
| PV3 | The product is considered to be a very good buy. | No |
| PV4 | The price shown for the product is: (very acceptable … very unacceptable). | No |
| PV5 | The product appears to be a bargain. | No |
Response scale
7-point scales. The original used both forms: 'very high … very low' anchors and 'strongly agree … strongly disagree' anchors. Many later studies convert them to a 5- or 7-point agreement scale (1 = Strongly disagree … 7 = Strongly agree).
Licence and permission
The items are published in an academic article and widely used in research. Cite the original article; no permission is needed for non-commercial academic use.
Sources (APA 7)
- Atilgan, K. Ö., Kangal, E. E., & Talaslioglu, M. (2024). Examination of consumers' perceived quality and willingness to buy in the context of price variability and frequency of price change: A study of retail products. Gadjah Mada International Journal of Business, 26(2), 165–183. https://doi.org/10.22146/gamaijb.70674
- 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. https://doi.org/10.1177/002224379102800305
- Li, M.-L., & Green, R. D. (2011). A mediating influence on customer loyalty: The role of perceived value. Journal of Management and Marketing Research, 7. http://www.aabri.com/manuscripts/10627.pdf
Vietnamese translation
A Vietnamese translation of every item, with sample-size advice and studies that used the scale, is on the Vietnamese page for this scale.