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Scale Reviews

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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


The scale is purported to measure the perceived degree of financial risk associated with purchase of a specified product. Financial risk has to do with the uncertainty and monetary loss a person thinks could be incurred if a product does not function at some expected level. Shimp and Bearden (1982) used a three-item, nine-point version of the scale, whereas the version used by Grewel, Gotlieb, and Marmorstein (1994) had three items and a seven-point response format.

A three-item, seven-point semantic differential scale is used to measure the degree to which a consumer views a purchase decision as being influenced by his or her feelings, versus cognitive thought processes, because of such things as ego gratification, social acceptance, or hedonic motivation.

A three-item, seven-point semantic differential scale is used in measuring the degree to which a purchase decision is influenced by one's feelings versus one's cognitive thinking.

This is a two-item, seven-point semantic differential rating scale that measures the degree to which a consumer indicates that a purchase decision for a particular product is influenced more by his/her cognitive thinking rather than feelings.