The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
attitudes
A five-item, five-point scale is used to measure the importance a consumer places on objective, functional, and economic issues before buying products. This was referred to as economic motivations for consumption by Moschis (1978, 1981) and Carlson and Grossbart (1988; Grossbart, Carlson, and Walsh 1991).
A three-item scale is used to measure the relative preference a consumer has between two competing brands of a product.
A six-item, seven-point Likert-type scale is used to measure the degree to which a person who has just gone through an experience with other people describes feeling closer to them because of the events and activities they shared. Arnould and Price (1993) referred to the construct measured as communitas.
A seven-point Likert-like scale is used to measure a person's beliefs regarding a particular brand of audio player. Muehling, Laczniak, and Stoltman (1991) referred to this measure as cognitive structure index and used it to examine a fictitious brand of cassette player.
The three-item, seven-point scale attempts to assess a person's stated likelihood of getting a diagnostic blood test in the future.
This four-item, eight-point scale is used to measure a consumer's attitude toward some new product concept.
A seven-item, seven-point semantic differential is used to measure a consumer's evaluation of a product in mostly utilitarian terms.
A four-item, seven-point semantic differential scale is used to measure how a person feels about attempting to lose weight during the upcoming week.
A four-item, seven-point semantic differential scale is used to measure the value-related aspects of a consumer's attitude toward some specific product.
A three-item, six-point Likert-type scale is used to measure a consumer's attitude toward the social benefits of complaining after a dissatisfying transaction has occurred.
