You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

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

color

The scale has three, seven-point Likert-type items that measure a person’s overall attitude toward a particular color (unspecified in the sentences themselves).

A three-item, seven-point summated ratings scale measuring the level of picture quality a consumer expects in a particular camera. Expectations are supposed to be distinct from desires because the latter relates to beliefs about ''ideal'' product performance that led to achievement of higher-level values whereas the former are beliefs about performance benefits that will occur with a specified focal brand but may be short of what is ''ideal'' (Spreng and Olshavsky 1993, p. 172). Thus, desires imply a higher standard than do expectations.

A three-item, seven-point scale is used to measure the level of disconfirmation in beliefs a consumer has toward a particular camera. Disconfirmation refers to the results of the comparison made between expected product performance and actual performance.

A three-item, seven-point scale is used to measure the level of picture quality a consumer would like in a camera. The desire construct is supposed to be distinct from expectations because the former relates to beliefs about ''ideal'' product performance that lead to achievement of higher-level values whereas the latter are beliefs about performance benefits that will occur with a specified focal brand but may be short of what is ''ideal'' (Spreng and Olshavsky 1993, p. 172). Thus, desires imply higher standards than expectations.

A three-item, seven-point scale is used to measure the level of similarity in beliefs a consumer has toward a particular camera. Desires congruency refers to the result of the comparison made by a consumer of his/her desire for ''ideal'' product performance and the perceived actual performance of some focal brand.

A four item, seven point Likert-type scale is used to measure the degree to which a customer holds positive perceptions of a retail store's facilities, particularly with regard to interior design factors such as color scheme and organization of merchandise.

Sixteen, five-point Likert-type items are used to measure the clarity of mental images a person evokes. The scale measures a person's general visual imagery ability rather than the clarity of a particular stimulus under investigation. The scale has been referred to by several users as the Vividness of Visual Imagery Questionnaire (e.g., Childers 1985; Marks 1973).

A 12-item, three-point summated ratings scale is used to measure a person's ability to control optical memory images. The full formal title for the scale is the Gordon Test of Visual Imagery Control.