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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

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The scale uses three Likert-type statements to measure a consumer's attitude about a specific sales promotion technique, the emphasis being on the belief that taking advantage of the promotion would make one feel good and responsible. The scale was called the value expression benefit by Chandon, Wansink and Laurent (2000).

Three Likert-type statements are used to measure a consumer's attitude about a specific sales promotion technique, the emphasis being on the role played by the promotion in helping to satisfy the desire to try new products and brands.

The scale has three Likert-type statements that measure a consumer's attitude about a specific sales promotion tactic, the emphasis being on the belief that the promotion reduces search and decision costs.

The scale is composed of three Likert-type statements intended to measure a consumer's attitude about a specific sales promotion tactic, the emphasis being on the fun and enjoyment that can come from it.

Five, ten-point semantic differentials composed the scale used by Huff and Alden (1998). The scale was used to measure a consumer's attitude toward sweepstakes in general.

Five, ten-point semantic differentials composed the scale used by Huff and Alden (1998). The scale was used to measure a consumer's attitude toward coupons in general.

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.

The degree to which a consumer describes him- or herself as engaging in behavior related to the collection and use of grocery coupons is measured using six, seven-point items .

The four-item, five-point Likert-type scale is purported to capture the gratification a consumer derives from collecting and redeeming coupons.

Eight, five-point Likert-type items are used to measure a person's interest in the collection and use of coupons. The scale was called attitudes toward couponing by Tat and Bejou (1994).