The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
choice
Five Likert-type items are used to measure the degree to which a person experiences a feeling of well-being with respect to a particular choice he/she has made. Two slightly different versions of the scale are provided: one that allows for comparison of two decision options and another version that focuses on just one option.
The degree of certainty a person has in the appropriateness of a particular choice in which one option was selected over another one (explicitly stated) is measured in this five-item Likert scale.
With three, seven-point items, the scale measures how difficult a person believes it would be for him/her to make a particular choice.
The favorability of one brand compared to another is measured with three, nine-point questions.
The degree of difficulty a person expresses in choosing one brand from among several in a product category is measured with three, seven-point semantic differentials.
Using three, seven-point items, this scale measures how much a person feels uncertain about a choice he/she has made.
Three items are used to measure how much a person has a positive attitude toward a set of products and believes, as a whole, they are better than expected. As implied by one of the items, the person will choose one product from the set.
The extent to which a customer believes that a store carries too many options within a product category of interest is measured in this scale using three, seven-point Likert-type items.
The degree to which a person believes that a particular individual has the right to make his/her own purchase choices is measured with three, seven-point Likert-type items.
Using four, seven-point Likert-type items, the scale measures the degree to which a consumer believes that making a selection from a particular product category is difficult because of the uncertainty about choice is "right."
