You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


The Marketing Scales Handbook is indispensible 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


A consumer's confidence in his/her ability to buy the brand that will lead to satisfying reactions from friends and neighbors is measured using five Likert-type statements.

The scale is composed of ten Likert-like statements used to measure a person's confidence in his/her mental abilities. This measure attempts to focus on the cognitive dimension of general self-confidence rather than the social skills component.

The scale is composed of five Likert-type statements that are used to measure one's confidence in his/her ability to buy the "right" brand that will lead to a satisfying outcome.

The scale is composed of three, seven-point Likert-type items measuring the displeasure a consumer experiences after a specific purchase decision when he/she believes that another brand should have been selected. Although it may be most natural for the scale to be completed by consumers with respect to their own regret, in the study by Tsiros and Mittal (2000) it had to do with the attribution of regret on others based on knowledge of what they had experienced. In other words, one party believes that another party who has made a "bad" purchase decision is feeling regretful about it.

The scale is composed of five-point Likert-type items measuring the degree to which a parent reports that a child's opinion should be included when purchase decisions are made for a variety of goods and services for the family.

Six, six-point Likert-type statements are used to measure a person's tendency to use either an analytical or an intuitive mental strategy for processing brand-related information and making a decision.

The scale is composed of four, five-point Likert-type statements measuring the degree to which a person (a parent) believes that children should be free to candidly express their own views and disagreements with parents when they feel like it. This scale was called encouraging verbalization by Schaefer and Bell (1958).

Three, five-point Likert-type statements are intended to measure a person's (e.g., former student's) evaluation of the decision made several years previous regarding a university to attend.

Three, nine-point items are used to measure the degree to which a consumer reports being familiar with a particular buying situation.

Twenty, seven-point Likert-type statements are purported to assess a person's natural disposition to use either a rational or an intuitive decision-making style (DMS). A rational DMS involves thoughtfully attending to information, whereas an intuitive DMS amounts to relying on general feelings or simple heuristic rules as the basis for a decision.