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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


The scale has three, seven-point items that are intended to measure a person's motivation to deal with a stressful situation by seeking advice from others about the kind of action that should be taken.

The scale is composed of four, seven-point Likert-types statements that are used to measure the likelihood of someone buying a certain product if in the market for such a product. Although called purchase intention by Berens, Riel, and Bruggen (2005), it is viewed here as more a measure of attitude toward the act due to its hypothetical phrasing and the third item which has to do with recommending the product to another person.

Three statements are used to measure the importance placed by a viewer on positive comments and endorsements of a product made by users and experts. The scale was called comments and demonstrations by Agee and Martin (2001) and referred to the importance of this type of information being provided in infomercials.

The three, seven-point Likert-type statements are used to measure a person's inclination to return to a website. The implication is that the person is already familiar with the website based upon one or more visits to it. Due to one of its items, the scale also taps into the degree to which one would recommend a website to others.

The scale is composed of ten, seven-point statements intended to measure the extent to which a person thinks a specified person has provided information that was helpful in making a purchase decision. As used by Gilly et al. (1998), one version was used by an information seeker to rate the source while another version was used by the sources to rate themselves.

The scale is a Likert-type measure of the degree to which a consumer means to buy (or at least try) a specified brand in the future and recommend it to a friend if asked.

Three, Likert-type statements are used to measure a person's interest in talking about products as well as seeking information from friends.

The scale has been used in various forms to measure a person's tendency to provide information to others. Although it has been referred to as a measure of opinion leadership in all of the studies, an examination of the items suggests that it might be more accurate to think of it in more limited terms, e.g., the degree to which one provides information to others. Even if a person talks about a topic a lot that does not necessarily mean that the information is believed and acted upon (persuasion). These activities are critical indicators that one is, indeed, leading the opinions of others yet it is weak or missing from this scale.

The scale is composed of three, five-point Likert-type statements that assess the degree to which a consumer views him/herself as an opinion leader with regard to shopping in general. This is in contrast to being an opinion leader for one specific product category.

The scale attempts to measure the degree to which a parent reports telling a child what to buy or not buy. This is in contrast to taking an interest in what the child wants to purchase and being lenient in allowing it.