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Testimonial

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.
Dr. Terry Childers
Iowa State University

taste

The degree to which a patient believes the food served in a particular hospital was delivered when expected and was appetizing is measured with a three-item, five-point Likert-type scale.

A 35-item, seven-point Likert-like scale is used to measure the clarity of mental images a person is able to evoke. This measures a person's general ability to imagine several types of sensations and is not limited to a particular sense or stimulus. It has been referred to by various names, but most of them include the original creator's name (Betts).

This scale uses eight items and a seven-point Likert-type response format to measure a person's attitude about a food or beverage with the emphasis of the assessment being on taste and smell.

Three, seven-point items are used to measure the degree to which a person believes that another person (specified) has similar "taste" and judgment in evaluating a certain object.

Five, seven-point Likert-type items are used in this scale to measure the degree to which a person describes a food or beverage as being pleasurable to consume.

This scale uses three, five point Likert-type items to measure the degree to which a person believes that a particular sweet food item has useful benefits.

The scale measures a person's evaluation of a beer's attributes having to do with the utilitarian and/or physical nature of the product. Several variations of the scale were used by Homer (2006) in the series of studies she conducted. The response format was not described but appears to have been a Likert-type. The scale was referred to as concrete beliefs by Homer (2006).

The scale measures a person's hedonic assessment of a brand of beer. Several variations of the scale were used by Homer (2006) in the series of studies she conducted. The response format was not described but appears to have been a Likert-type. The scale was referred to as abstract beliefs by Homer (2006).

Seven-point items are used to measure the expressed likelihood that a person would accept the opinion and selection of another person with respect to a particular product choice.

The three item, eleven-point Likert-type scale measures the degree to which a person believes that there is a strong positive relationship between the taste of a food and how fattening it is.