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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


This 23-item, five-point Likert-type scale measures the degree to which a consumer believes that those who use a discount are devalued and discriminated against by store employees, other customers, and others in the users' shopping party.

A three-item scale is used to measure a consumer's intention to use a specific discount in a particular purchase context.

Eight, seven-point items measure the degree to which a consumer perceives that he or she has opportunities to take advantage of grocery store deals, with an emphasis on the use of coupons.

Three, seven-point items measure the degree to which a consumer describes his or her tendency to search for several types of in-store promotions when shopping for grocery products. The scale was called looking for in-store promotions by Putrevu and Ratchford (1997).

Three, five-point Likert-type items are employed to measure a person's attitude about barriers to the use of coupons. The scale was called perceived institutional barriers by Tat and Bejou (1994)

The scale is composed of three, five-point Likert-type statements and is intended to capture a consumer's attitude toward the time involved in using coupons.

A three-item, five-point Likert-type scale is employed to capture a consumer's attitude toward the financial benefits of using coupons.

Three, five-point Likert-type items are used to measure a person's sense of whether other people use coupons when they shop. The scale was called interpersonal influence by Tat and Bejou (1994)

A person's attitude about a certain product offered at a certain price is measured in these similar set of scales. As used by Lichtenstein and Bearden (1989), the scale is composed of four bipolar adjectives and one Likert-type item, each of which employs a nine-point response format. Three-item, seven-point versions of the scale have also been used (Biswas and Burton 1993; Inman, Peter, and Raghubir 1997; Lichtenstein, Burton, and Karson 1991), as has a four-item, seven-point version (Bobinski, Cox, and Cox 1996).