The scale is composed of Likert-type items intended to measure a shopping orientation characterized by a lack of certainty about where to shop and what to buy due to the great abundance of options. The scale was referred to as confused by overchoice by Shim and Gehrt (1996) and product overload by Heitmann, Lehmann, and Herrmann (2007).
The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
