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Testimonial

The Marketing Scales Handbook is indispensable 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

avoidance

Four, seven-point Likert-type items are used to measure a consumer’s negative attitude regarding large food systems (producers and retailers) and the desire to avoid buying from them.

How much a person prefers not to make decisions related to a certain domain is measured with three, seven-point Likert-type items. 

The scale has eight items that measure how much a person is bothered by things related to death and disconnected body parts.  (Most of the items have some connection to death and all but one of the items refer to human bodies or parts.) 

With five items, the scale measures a person’s sensitivity to the threat of illness and the transmission of disease with respect to a variety of specific objects and situations. 

Twelve items measure the degree to which a person considers a wide variety of specific objects and situations to be repugnant, particularly if they are viewed as threatening one’s health.

Three, seven-point items are used to measure the likelihood a consumer will avoid buying products that contain a specific chemical and, instead, will purchase a particular brand that does not have the chemical.

The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.

With five, seven-point items, the scale measures a person’s motivation to hide his/her socially-relevant mistakes and weaknesses.

The extent to which a person would actively avoid interacting with others if he/she were in a certain physical environment is measured with three, seven-point items. 

The scale uses four, five-point items to measure a person’s tendency to put off making decisions and acting upon them.