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Scale Reviews

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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


This is a six-item, Likert-type scale that measures a person's tendency to use a product to its fullest and in numerous ways. The scale was referred to as multiple use potential by both Price and Ridgway (1983) and Childers (1986).

This is a nine-item, six-point, Likert-type scale that measures a person's degree of interest in a variety of shopping-related activities. It was referred to as shopping enjoyment by Lumpkin (1985). See also Hawes and Lumpkin (1984) for a scale that combines two items from this measure with two from a clothing interest scale.

This is a four-item, six-point, Likert-type scale that measures a person's interest in ads involving sales. It was referred to as advertising special shopper by Lumpkin (1985).

A four-item, seven-point Likert-like scale is used to measure the degree of interest a consumer expresses in buying a product. The scale was used to study both calculators and typewriters. Due to its hypothetical phrasing, it is viewed here as more a measure of attitude toward the act of purchasing than purchase intention.

This is a two-item, six-point Likert-type scale that measures the degree of concern one expresses about his or her financial condition.

Four, five-point Likert-type items are used to measure store-related attitudes with an emphasis on the stated tendency to limit shopping to a few stores with which the respondent is familiar.

This is an eight-item, five-point Likert-type scale measuring the number of times a customer indicates having been contacted by his/her agent in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond with regard to their insurance agents.

This three-item, six-point, Likert-type scale measures a person's stated tendency to try new brands. These items as a set have been called new brand tryer in several studies.

This 12-item, seven-point Likert-type scale is used to measure the degree to which a person reads ads, shops around, and gathers information apparently out of curiosity.