A verbal rating scale to measure Japanese consumers' perceptions of product quality

Purpose – This paper aims to investigate whether verbal rating scales are viable formats for attitude measurement through an application to Japanese consumers' product quality perceptions.Design/methodology/approach – The article notes theoretical differences between Likert‐based and Thurstone approaches to attitude measurement. The paper illustrates a Thurstone scale development process.Findings – The new scale possesses nomological validity; it correctly predicts how consumer ethnocentrism relates to product quality evaluations for brands in different competitive situations.Practical implications – The convenient, ready‐to‐apply verbal rating scale can measure Japanese consumers' perceptions of product quality. The article also offers survey researchers some practical guidance for developing their own verbal rating scales.Originality/value – Verbal rating scales are rarely found in existing literature. This study sheds light on a frequently overlooked measurement scale format for measuring attitudes.

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