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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA


Three, seven-point items are used to assess the extent to which a consumer believes that the price of a particular product provides an accurate indication of its quality. The scale was called cue reliability by Darke and Chung (2005).

The scale is composed of seven, five-point Likert-type statements measuring the perceived "costs," mostly non-monetary, of getting a mammogram.

The scale has three, seven-point Likert-type statements that are intended to measure the extent that a customer expresses a constraint-based attachment to a particular service provider such that the customer feels "locked-in" to the relationship.

Three, five-point Likert-type statements are used to measure a person's desire to continue being a customer of a particular business due to the financial costs that are assumed to be incurred if a switch is made.

The scale is composed of three, seven-point statements that measure the degree to which a person believes that the advertised price for a product is high. The scale was called perceptions of sacrifice by Suri and Monroe (2003).

Three, eleven-point semantic differentials are used to measure a consumer's attitude regarding the price of a product with an emphasis on how expensive it is believed to be. The scale was considered to be a measure of sacrifice by Adaval and Monroe (2002).

This scale is composed of four, nine-point Likert-type items intended to measure the degree to which a person believes that a brand can be depended upon and, thereby, reduce the time and effort that would otherwise be expended by the consumer to gather information useful for making the brand selection.

The scale is composed of three, nine-point Likert-type items measuring the degree to which a consumer views there to be "learning costs" associated with the advertised new features of a product, that is, the cognitive effort required to become familiar and experienced with the features in order to use them effectively.

Four items are employed to measure the perceived value of a deal given a certain product offered at a certain price. All of the studies employed seven-point response formats except Burton and Lichtenstein (1988; Lichtenstein and Bearden 1989) who used nine-point scales.

Five items are used to measure the relative level of resources (time, money, effort) spent by a shopper in a store during a recent visit. Three of the items were Likert-type in nature whereas the two other items were open-ended, and ratio-level answers were apparently expected from respondents.