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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 tendency for a consumer "to buy spontaneously, unreflectively, immediately, and kinetically" (Rook and Fisher 1995, p. 306) is measured in this scale using nine, five-point Likert-type items. The construct is viewed as a consumer trait that may produce frequent motivations to buy, even though they are not always acted on.

This seven-point scale is intended to assess a person's tendency to act impulsively with the emphasis being on one's lack of self-control.

This five-item, six-point Likert-type scale is used in measuring the degree to which a person describes his/her engagement in an activity as being without coercion or obligation. The activity investigated by Unger (1981; Unger and Kernan 1983) was subjective leisure.  In the study by Guiry, Mägi, and Lutz (2006) the activity was recreational shopping.

The scale is composed of six, seven-point semantic differentials that measure a person's beliefs regarding the strength and self-reliance of someone.

This scale has four, nine-point Likert-type items that are intended to measure the degree to which a person believes that during a recent experience he/she was free to express his/her creativity.

Three, seven-point semantic-differentials are used to assess a customer's attitude regarding the extent to which an event that occurred was within the purview of what a specified person or organization could control. The main application of the scale would be to determine the extent to which a customer who has had a bad experience believes a person or organization in charge of a service could have prevented the problem.

Four, seven-point items are used in the scale to measure the degree to which a person believes that a choice he/she has made was free from coercion or pressure to select a particular option. The scale was called self-determination by Mogilner, Rudnick, and Iyengar (2008).

The scale has three, seven-point Likert-type items that measure the degree to which a consumer views his/her income to be barely sufficient to cover expenses.

The degree to which a person reports feeling free and unencumbered in a certain situation is measure using three, seven-point items.

Three statements are used in this scale to measure the degree of control a person believes he/she had over the care received when he/she was a patient at a particular hospital.