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Scale Reviews

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Testimonial

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

contamination

With five items, the scale measures a person’s sensitivity to the threat of illness and the transmission of disease with respect to a variety of specific objects and situations. 

Three semantic differentials are used in this scale to measure how much a product appears to have been touched and is considered dirty. 

The scale has four, seven-point semantic differentials that measure how much a consumer believes that particular product has been touched by other people and is unsanitary.  While the items themselves do not explicitly mention food, the scale probably makes most sense when used with a food or beverage product.

Four statements are used to measure how much concern is expressed by a consumer about the possibility that other shoppers may have touched or damaged a particular package of a product he/she is thinking about buying.