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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


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.

The scale has four, seven-point Likert-type items that measure the degree to which a person is fixated on the negative consequences of his/her decisions rather than the positive.

This scale is composed of three, seven-point Likert-type items that are intended to measure the tendency for a person to assume the best will happen and concentrate more on the positive consequences of decisions rather than the negative.

Six, seven-point Likert-type items are used in this scale to measure the degree to which a person consciously considers potential consequences before making decisions including their likelihood and significance.

This scale uses five items to measure how deceived and exploited a customer of a business feels as a result of some event such as a service failure.

The scale is composed of five, seven-point Likert-type statements that measure the degree to which a person believes that a certain product is "public" in the sense that if he/she were to purchase and use it others would be aware of it. DelVecchio and Smith (2005) referred to the scale as social risk - evaluation by others.