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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

compulsivity

A five-item, five-point Likert-type scale is used to measure the degree to which a person is characterized by an abnormal amount of fear, worry, and self-debasing feelings and attitudes. This measure was called obsessive-compulsive by O'Guinn and Faber (1989; Faber and O'Guinn 1992).

A three-item, five-point Likert-type scale is used to measure the frequency with which a consumer buys something not so much because of a desire for the product itself but as a desire to engage in purchase activity. The scale was called object attachment by O'Guinn and Faber (1989; Faber and O'Guinn 1992).

This scale is composed of three, seven-point Likert-type items that are intended to measure the degree to which a consumer expresses a preoccupation with purchasing products regardless of "need" (obsession) which is exhibited in his/her repetitive buying behavior (compulsion).

A consumer's incontrollable urge to buy is measured in this scale with eleven statements. This motivation in the extreme could be considered a form of addiction.

The scale provides a measure of the degree to which a consumer makes an excessive amount of purchases given his/her disposable income as a means of dealing with undesirable mood states. Compulsive buyers are thought to engage in purchasing behavior to alleviate negative feelings. Some improvement in mood may follow buying episodes but are temporary and the behavior "becomes very difficult to stop and ultimately results in harmful consequences" (O'Guinn and Faber 1989, p. 155).