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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

discount

The scale has three, seven-point semantic differentials that measure how large a consumer considers a particular discount on a product’s normal price to be.

A consumer’s level of attitudinal, affective, and behavioral involvement with getting discounts and buying products on sale is measured with seven, five-point Likert-type items.

The degree to which a customer is pleased with the reduction in price that he/she was able to negotiate during a recent purchase is measured with three, seven-point Likert-type items.

The scale measures the degree to which a consumer experiences conflict with regard to purchasing a discounted product linked with a charity.  The conflict is between personally benefitting by saving money and doing something purely to help the charity.  Three, eleven-point Likert-type items compose the scale.

This scale uses four, seven-point Likert-type items to measure how easily a shopper is able to use the necessary math to compute a discount offered by a retailer.  The scale makes sense to use when a discount is not explicit but rather must be calculated by the consumer by using the information provided, e.g., regular price and sale price.

With three, seven-point Likert-type items, this scale measures a consumer's belief that products purchased at a certain store are cheaper than found at other stores, particularly for those products that are advertised.

Three statements are used in this scale to measure the degree to which a person believes that he/she should receive a certain discount that is part of some promotion.

This scale uses three, seven-point items to measure a consumer's belief that a store employee has reward power such that the consumer will be given a reward (discount) for buying a product.

A three-item, seven-point scale is used to measure a person's perception of the magnitude of the savings indicated in an ad for a category of products that are on sale.

Seven, seven-point Likert-type items are used to measure the degree to which a person believes that an advertisement contains price information that is not correct and, in fact, the retailer is intentionally trying to deceive consumers.