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Scale Reviews

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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 assesses the extent to which a consumer expresses an economic motivation in selecting stores such that stores are shopped at based on the prices and deals they have.

The scale is composed of eight, seven-point Likert-type statements that are intended to measure the degree to which a person has made a decision with self foremost in mind rather than the needs of others. The decision examined in the studies by Hamilton and Biehal (2005) involved investing. Given that, some adjustment in phrasing will be necessary if the scale is used with other types of decisions.

The four item, seven-point Likert-type scale is intended to measure a voter's satisfaction with politics and election outcomes, particularly as it relates to the person's expectations.

The four item scale measures the degree to which a customer is pleased with a decision that was made regarding the selection of service provider.

Three, nine-point Likert-type items are used to measure the degree to which a customer engages in, or plans to engage in, positive behaviors with respect to a particular business that indicate he/she is committed to it. The scale was referred to as behavioral intentions by Brady et al. (2005).

The scale is composed of three Likert-type statements assessing how upset a consumer says he/she would be if it turned out that a poor brand decision was made. This scale appears to relate to the consequences component of risk and, in particular, to the type of consequence called a psychological loss (e.g., Cox 1967).

This semantic differential scale measures a person’s stated inclination to engage in a specific behavior. In most of the studies described below the behavior was a purchase but the items are general enough to refer to non-purchase behaviors as well (e.g., likelihood of shopping at a store, paying attention to an ad, using a coupon). The various versions of the scale differ in the number and set of items employed as well as the scale stem. However, the uses are similar in that they have multiple items in common. 

This is one of the most popularly used scales in scholarly marketing research.  Over 20 years of its usage is cited below.  Review of additional uses is unlikely.

The scale has four, seven-point Likert type statements that are used to assess the degree to which a person thinks that an e-retail website has a broad and deep product assortment so the consumer has access to a great variety of products at one place. The scale was referred to as choice by Srinivasan, Anderson, and Ponnavolu (2002).

The scale is composed of four, seven-point statements that measure the degree to which a person has a positive opinion of an object and is likely to recommend it to others. Yi and Jeon (2003) referred to the scale as brand loyalty and used it with reference to a retailer. As it is generalized here, it appears to be amenable for use with products as well.

Four, seven-point items are used to measure the level of personal importance a person places on the outcome of a decision he/she is making.