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Testimonial

The Marketing Scales Handbook is indispensible 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

availability

Three, nine-point items are used to measure the likelihood that a particular product or brand will be in short supply.  The timeframe is not stated in the items themselves but could be easily stated in the instructions.

This seven-point scale measures a person’s belief that he/she has a lot of time to do what is needed.  A three-item version and a four-item version are described.

The scale uses five, seven-point items to measure how much a person feels at a particular moment that he/she is unrushed and that time is in abundance.

The scale measures a consumer's perceived likelihood that a certain product will not be available when he/she wants it.  Four, six-point Likert-type items are used to measure the construct.

The ease with which a consumer is able to find where to purchase so-called "green products" is measured using five, seven-point Likert-type items.

The extent to which a consumer believes that a particular product or brand is in short supply due to unintentional order problems or greater demand than expected is measured using a three-item, seven-point Likert-type scale.

The scale measures the extent to which a consumer believes the availability of an advertised product is limited (quantity or time) and is motivated to purchase one before others do.  Three, seven-point Likert-type items compose the scale.  Aggarwal, Jun, and Huh (2011) referred to the measure as consumer competition.

The scale is composed of three, seven-point items that measure the importance a shopper places on the breadth of a web store's offerings and that it has the newest products and known brands.

Three, seven-point Likert-type items are used in this scale to measure the degree to which a person believes that a certain website is up and running all of the time without technical problems.

The motivation a shopper felt to buy a product immediately because of its scarcity is measured in this scale with three, seven-point items.