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Scale Reviews

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The Marketing Scales Handbook is indispensable 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


The extent to which an object is considered to be powerful and aggressive is measured with three, seven-point items.

The scale uses three, five-point unipolar items to measure how much a person describes someone as having traits stereotypically associated with males.

With four, seven-point Likert-type items, the scale measures the degree to which a customer believes a salesperson was using high-pressure sales tactics and pushing him/her to make a decision prematurely.

How much a person views the interaction that occurred between him/herself and another person as being competitive and businesslike is measured using four, seven-point items.

The level of violence a person believes there is in a particular video game is measured using four, five-point items.  Given the phrasing of one of the items, the assumption is that the respondent has actually played the game rather than having merely heard about it in some way.

The degree to which a person believes that males are generally characterized by greater physical strength and ambition than females is measured with five, seven-point Likert-type items.

The level of hostility portrayed in an advertisement that upsets a viewer is measured in this scale using three, ten-point unipolar items.

A person's attitude regarding a man's use of violence with women as part of the satisfaction of his sexual desires is measured in this scale using three, seven-point Likert-type items.

A person's tendency to respond angrily and with hostility when provoked is measured in this scale using six, seven-point Likert-type items.

Six personality characteristics stereotypically associated with men are used in this scale to describe a brand.