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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

consequences

The scale measures a consumer’s belief in personal reincarnation and that the universe itself is in a continual cycle.

A customer's belief regarding how bad a problem was created by a particular product failure he/she experienced is measured in this scale with four, five-point Likert-type items.

The scale uses six, seven-point items to measure the probability that a consumer perceives the purchase of a specified product to be associated with a mixture of six types of losses.

A five-item, four-point Likert-like scale is used to measure a person's agreement about the negative effects of legalized casino-gambling in his/her city.

Three, seven-point items are used to measure the extent to which a person is pleased with the result of a particular event, e.g., bargaining.

The scale is purported to measure the perceived degree of performance risk associated with a specified product. Performance risk has to do with the uncertainty and consequences of a product failing to function at some expected level.

The degree to which a person expresses a desire to avoid taking risks is measured in this three-item Likert-type scale.

Eight, five-point phrases are used in this scale to measure the extent to which a person believes that use of a product will result in bad physical and/or social consequences. The set of items is most relevant for consumption of alcohol but might be modified a little for related substances such as drugs.

How irritating and troublesome the failure of a particular good or service is perceived to be is measured with three, seven-point semantic-differentials.

Three, nine-point items are used to measure the degree to which a person feels in control of a choice and takes personal responsibility for the outcome.