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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 seven-item, seven-point scale measures the extent to which a person views a proposed new product with the same brand/family name as a familiar product as being similar in numerous ways.

Four, seven-point semantic differentials are used to measure the degree to which a product is viewed as being priced substantially higher than what was expected. The product examined by Urbany and colleagues (1997) was an apartment.

Four, seven-point statements assess the degree to which a person makes a favorable assessment of a product, such that it is viewed as being important to use and would be recommended to others.

Ten, five-point semantic differentials measure a consumer's judgment of the appropriateness of engaging in some specified act. In the studies by Rook and Fisher (1995), the act was making an impulsive purchase in a particular situation. It appears this scale is amenable for use as a measure of attitude toward the act, with the act depending on the phrasing of the instructions or scale stem.

This six-item, seven-point semantic differential scale measures the degree to which a person's evaluation of the propriety of some object or action is based on lessons learned early in life from such institutions as the family and religion, as well as what the person considers socially acceptable.

Four bipolar adjectives are used to measure a person's attitude toward the appropriateness of a particular established product being used for some (specified) new and different purpose.

This is a two-item, seven-point semantic differential scale measuring the perceived suitability of an object for consumption. The objects studied by Stayman and Deshpande (1989) were all food.