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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

decision-making

Using three, five-point Likert-type items, the scale measures the degree to which a customer felt pressure from the employees of a retail establishment to quickly make a decision and finish activity there.

Using three, seven-point items, the scale measures how much a person feels undecided and doubtful about something he/she has done such as choice that was made.

The level of concern a consumer has about product quality, including the willingness to pay more to get it, is measured in this scale with four, five-point Likert-type items.  Three of the items are general with regard to product categories while one refers specifically to food.

Four, five-point Likert-type items are used to measure how much importance a consumer places on low prices when buying products.  Three of the items are general with regard to product categories while one refers specifically to food.

This six item, six-point Likert-type scale measures an individual difference characteristic that varies between people by how much weight is placed on “reason” versus “feelings” when making decisions.  Three of the statements refer to financial or product choice situations while the other three items are more general.

With three, nine-point items, the scale measures the time and effort a consumer reports spending to choose between options within a product category that were available in a store.

Five, five-point items are used in this scale to measure how much a consumer considers trade-offs between his/her shopping goals given resource constraints and opportunity costs.

The scale uses three, seven-point Likert-type items to measure the degree to which a consumer believes that advertising for so-called “green” products is generally helpful in making purchase decisions.

The frustration and hesitancy which a person experienced with respect to a particular decision is measured in this scale with three, nine-point items.

One's chronic desire to make the optimal choice when making decisions is measured with four, nine-point items.  The construct attempting to be measured is the opposite of what is sometimes referred to as satisficing.