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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


This scale uses four, eleven-point bi-polar adjectives to measure the degree of detail and clarity with which a comparison has been made. In the study by Chow and Luk (2006), the comparison was between products in an ad. Given that, the authors referred to the scale as CAI (comparative advertisement intensity).

This is a three item, five-point Likert-type scale that measures the degree to which a person wants to have a lot of product-related information before making a purchase decision and is willing to expend the requisite effort to gather the desired information.

The purpose of this three item, seven-point scale is to measure the degree to which a person noticed there being differences among alternatives he/she was exposed to. The scale was called familiarity by Mogilner, Rudnick, and Iyengar (2008).

Five, nine-point Likert-type items are used in this scale to measure the choice difficulty and level of time/effort expended during a recent purchase decision. The scale was referred to as evaluation costs by Heitmann, Lehmann, and Herrmann (2007).

The three item, nine-point Likert-type scale measures the relative ease a consumer experienced in selecting one product from among several and confidence that the decision could be explained to someone who questioned it. The scale was called justifiability by Heitmann, Lehmann, and Herrmann (2007).

The scale is composed of three statements that measure how much a person believes an advertisement provides information that is useful in making a brand decision.

The degree to which a person spends time gathering information from ads, friends, and personal experience to better select between competing e-retail websites is measured with five, seven-point Likert-type statements. The scale was referred to as search by Srinivasan, Anderson, and Ponnavolu (2002).

The scale is composed of three, nine-point semantic differentials and measures the extent to which a person believes there are differences among some specified set stimuli. As used by Gürhan-Canli (2003), the stimuli were different products within the same brand family and the perceived difference in quality among those products was being examined.

Five, six-point items are used to measure a person's attitude regarding the prices of products and the value of loyalty card specials offered by a particular grocery store.

The scale is composed of three, five-point Likert-type items that measure the degree to which a consumer is familiar with the quality of other service providers and has, in fact, tried some other providers over time. This scale was called alternative experience by Burnham, Frels, and Mahajan (2003) to distinguish it from the other scale of switching experience they used. That one appears to tap into the same construct as this one except that it emphasizes the quantity of switching a bit more, especially in the last two years.