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This paper aims to investigate whether verbal rating scales are viable formats for attitude measurement through an application to Japanese consumers' product quality perceptions.

The article notes theoretical differences between Likert‐based and Thurstone approaches to attitude measurement. The paper illustrates a Thurstone scale development process.

The new scale possesses nomological validity; it correctly predicts how consumer ethnocentrism relates to product quality evaluations for brands in different competitive situations.

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.

Verbal rating scales are rarely found in existing literature. This study sheds light on a frequently overlooked measurement scale format for measuring attitudes.