Respondents’ perceptions of other c

Respondents’ perceptions of other consumers’ willingness
to claim refunds were measured by averaging three
items (Cronbach’s α = .82). The items were: “It is very
likely that most people will claim a refund from Milo if they
find a product that they bought at Milo for a lower price
elsewhere,” “Most people will not claim a refund if they
find a product that they bought at Milo for a lower price at
another store” (1 = Strongly disagree; 7 = Strongly agree),
and “The likelihood of most consumers claiming a refund if
they find a lower price at another store is” (1 = Very low;
7 = Very high). The second item was reverse scored