You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam


The scale is composed of six, five-point bi-polar adjectives which measure how desirable and intelligent a person believes a smoker to be.  Given that the scale was designed for use with teens, some of the items may not be as appropriate for use with adults.

This scale uses five, unipolar items to measure the importance a consumer places on safety- and mildness-type attributes for products in a certain category.

Three, five-point items are used to measure the degree to which a child views him/herself as an opinion leader for friends in some product category and does so by being a source of information and influence.

Using six, five-point items, this scale measures the degree to which a child is involved with a product category such that he/she imagines and creates new "products" as well as adopting commercially produced versions well before other children when they become available.

Ten, five-point items are used to measure the frequency with which an adolescent reports engaging in behaviors that would be considered improper if not immoral by most adults.

Five, five-point, Likert-type items are used to measure the degree to which a parent reports refusing to buy particular products for his/her child when the latter asks for them but does provide an explanation of why the requests are denied.

The five-item, five-point Likert-type scale measures the degree to which a child describes his/her parents as determining where, when, and what he/she buys.

Three, five-point, Likert-type items are used to measure the degree to which a person (child, teenager) describes seeking information and advice from his/her parents before making purchase decisions.

Four, seven-point items are used in this scale to measure the approach used by a parent to regulate a child's online activity. Specifically, the scale measures how much a child believes his/her parent(s) take an instructional approach to Internet use that encourages paying attention to certain factors and being wary of requests.

The degree to which a person believes that happiness is derived from buying and owning things is measured in this scale with ten, four point items. The scale is intended for use with teens or even pre-teens and was called the Youth Materialism Scale by its developers (Goldberg et al. 2003)