I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
attitudes
The scale is composed of three items with seven-point response formats that measure a person's attitude regarding the probability that consumers would go to the effort to compare a certain store's prices to other stores.
The scale is composed of three items with seven-point response formats that measure a person's attitude regarding a store's prices, with some emphasis on how they compare to other stores.
Three, nine-point items are used to measure a consumer's belief regarding which of two stores has the "fairer" prices with regard to a particular product category they carry in common (though some individual items are different). Although a "fairness" judgment can be more complex than merely comparing perceived price points, in this scale "unfair" means a store's prices are more expensive than another store's.
Three unipolar items with a seven-point response format are used to measure the degree to which a person describes something as having a quality that indicates a lack of power and authority.
The scale is composed of four statements that measure the extent to which a consumer has thought about how to get a product and use it.
This five-item, seven-point scale is intended to measure the degree to which a person describes another person as having skills and/or expertise on a topic. The person being described in the study by Comer (1984) was sales manager while in the study by Dellande, Gilly, and Graham (2004) the person was a weight loss counselor.
A six item, seven point semantic differential scale is used to measure a person's beliefs concerning the time and effort involved in a specified method of placing an order. As described below, the setting used by Dabholkar (1994) was ordering at a fast-food restaurant and two options were compared: touch screen ordering versus verbally placing the order with an employee.
Three, nine-point bi-polar adjectives are used to measure the extent to which a person believes a certain result has been achieved.
Three, nine-point statements are used to measure the extent to which a consumer believes that the advertised new features of a product provide additional benefits and value to the product.
The scale is composed of seven, five-point Likert-type statements measuring the perceived "costs," mostly non-monetary, of getting a mammogram.
