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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

behavioral

The scale has three, seven-point Likert-type items that measure a person’s desire to remain a customer of a retail business and willingness to pay more rather than buying from the competitors.

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 likelihood of a consumer seeking out and trying to buy a particular product or brand of product is measured in this scale with five, seven-point semantic differentials.

With three, seven-point Likert-type items, the scale measures the degree to which a person’s support of a particular organization is based on its community involvement and charitable activities.

A person’s tendency or ability to consider the point of view of other people is measured with seven items.

A person’s intention to participate in a particular exercise at a certain level is measured with three, nine-point Likert-type items.

Four, seven-point items measure a person’s knowledge of and experience with a particular physical exercise.

The extent to which a person views him/herself as being regimented and having self-control is measured with three, seven-point items.

The scale uses three, seven-point items to measure how much advancement a person believes he/she has made towards achieving of a self-regulatory objective.

Six, seven-point Likert-type items are used in this scale to measure a person’s commitment to buy one particular brand in a product category, even if it is more expensive than competing brands or not in stock.