I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Attitude Toward a Low Price Guarantee (Information Focus)
Three, seven-point Likert-type items are used in this scale to measure a consumer's belief that retailers offering low price guarantees do so, in general, because they truly have the lowest prices in the market area. A version of the scale phrased specifically for a certain retailer is also reviewed.