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Price Prominence

The scale is composed of nine, seven-point Likert-type items measuring the degree to which a consumer believes that the unit price information provided on a grocer's shelf label to which he/she has been exposed was noticeable and stands out from other information on the label. As used by Miyazaki, Sprott, and Manning (2000), respondents were instructed that their answers are relative to shelf labels they are familiar with from grocery stores where they have shopped.