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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 is composed of four Likert-type statements assessing the degree of difficulty a consumer has in selecting a brand from among the alternative brands in a certain product category. This scale appears to relate to the uncertainty component of risk (e.g., Bauer 1960). Voss, Spangenberg, and Grohmann (2003) referred to this scale as the mispurchase dimension of the CIP (see Origin below).

Three Likert-type statements are used to measure the extent that a consumer expresses pleasure in buying and owning a brand. The scale was labeled as the Hedonic dimension of the CIP (see Origin below) by Voss, Spangenberg, and Grohmann (2003).

The six item, seven-point Likert-type scale is intended to measure the importance of politics to the respondent and its centrality in his/her life.

This semantic differential scale measures the temporary (rather than enduring and/or intrinsic) relevance of an object to a person. Whereas enduring involvement is ongoing and is probably related to a product class, situational involvement is a passing motivation. The scale can be easily customized for measuring involvement with such things a particular ad a person has been exposed to or the amount of involvement in a certain purchase decision.

Three, seven-point Likert-type statements are used to measure a person's attitude regarding the extent of control he/she had over a particular Internet-related task. The scale was called decisional control by Mathwick and Rigdon (2004).

The five item, seven-point Likert-type scale assesses the degree to which a customer expresses a familiarity with a company's products, a sense that the company understands his/her needs, and a willingness to share personal information with the company.

A person's reasons for using the Internet, with an emphasis on its usefulness in learning information, is measured in this scale with three, seven-point Likert-type statements.

The scale has three, seven-point Likert-type statements and measures a person's reasons for using the Internet with an emphasis on the ease with which it can be used.

The scale is composed of four, seven-point Likert-type statements that measure the degree to which a person uses the Internet because of the enjoyment received from it and its usefulness in having a good time.

The three-item, seven-point scale measures the extent to which a person thinks that Internet stores are easier to shop at and save more time compared to shopping at traditional retail stores. The scale is attempting to tap into a general attitude, not specific to any particular website or store.