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Scale Reviews

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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


The scale has four Likert-type items that measure a consumer’s belief that choosing unique products to own and use can provide him/her with power and influence over others.

How much a person feels overwhelmed and lacking control within a particular environment is measured with five, seven-point items.

Three, seven-point Likert-type items measure a person’s belief that his/her fate is not fixed but, instead, can be changed.

A person's desire to control interactions with others and influence them when shopping is measured using five, seven-point items. 

The level of stress and guilt a consumer feels about poor management of his/her money is measured using four items.

How much a person consciously attempts to control his/her food intake is measured in this scale with six, five-point items.

The scale uses five items to measure a person's level of confidence in regulating his/her food consumption.

Using five, seven-point items, this scale measures the degree to which a consumer believes a product's package has affected how much was eaten in a particular situation.  In the study by Argo and White (2012), the presence and size of a package appear to have played roles.  The phrasing of the items seems to make the scale amenable for use when other aspects of a package such as the nutrition label or instructions are being examined.

The degree to which a consumer monitors his/her spending-related thoughts and regulates purchase decisions using self-imposed standards is measured using ten, seven-point Likert-type items.

The scale is composed of six, five-point, uni-polar items that are intended to measure how much of a person's capacity to pay attention has been reached or exceeded.