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Scale Reviews

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This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin


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.