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Scale Reviews

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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


The scale uses three, seven-point Likert-type items to measure how much a person purchases products and particular brands that are viewed as “genuine” in order to signal to others his/her autonomy and integrity.

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

The degree to which an investor’s risk judgments are based on fluctuations in data values from one point in time to the next are measured with four, seven-point Likert items.

With three, seven-point items, the scale measures how much a person believes another particular person uses makeup in order to cover up parts of her appearance.

The scale uses three, seven-point items, to measure the degree to which a person believes another particular person uses makeup in beauty work as a form of self-expression.

The scale uses three, seven-point Likert-type items to measure the extent to which a customer wants to express his/her frustration and feelings about a particular company.

The extent to which a person is routinely seeking better alternatives in many aspects of life is measured with six, seven-point Likert-type items.

Four, seven-point items measure a person’s motivation to deal with a problematic situation by mentally restructuring the issue and taking action to make the situation better.

A person’s stated plan to engage in behaviors that are commonly suggested for helping to protect one’s self from contracting the COVID virus is measured with three, seven-point Likert-type items.  The items can be used with respect many types of contagious respiratory illnesses.

The extent to which a person is obsessively thinking about a particular food that has been eaten is measured with four, nine-point Likert-type items.