A Scale to Measure Product Images and Self-Images


Background

Consumers are asked to rate either their actual, ideal, or social self-concept on the scale. They are then asked to rate one or more brands on the same scale. Brands whose pattern of responses most closely match a consumer's self-concept are expected to be preferred by the consumer.

1. Rugged
1
2
3
4
5
6
7
Delicate
2. Exciting
1
2
3
4
5
6
7
Calm
3. Uncomfortable
1
2
3
4
5
6
7
Comfortable
4. Dominating
1
2
3
4
5
6
7
Submissive
5. Thrifty
1
2
3
4
5
6
7
Indulgent
6. Pleasant
1
2
3
4
5
6
7
Unpleasant
7. Contemporary
1
2
3
4
5
6
7
Uncontemporary
8. Organized
1
2
3
4
5
6
7
Unorganized
9. Rational
1
2
3
4
5
6
7
Emotional
10. Youthful
1
2
3
4
5
6
7
Mature
11. Formal
1
2
3
4
5
6
7
Informal
12. Orthodox
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2
3
4
5
6
7
Liberal
13. Complex
1
2
3
4
5
6
7
Simple
14. Colourless
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2
3
4
5
6
7
Colourful
15. Modest
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2
3
4
5
6
7
Vain

Adapted from Naresh K Malhotra "A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts", Journal of Marketing Research, Vol.18 (Nov 1981)

 



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