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Testimonial

The Marketing Scales Handbook is indispensable 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

drink

This is a seven-item, seven-point semantic differential used to measure a person's attitude toward a product, with an emphasis on evaluation of its taste.  The scale is most appropriate for use with a beverage.

The scale uses eight short phrases to measure the extent to which a person believes that use of a product will have consequences that are good and enjoyable.

This scale uses eight items and a seven-point Likert-type response format to measure a person's attitude about a food or beverage with the emphasis of the assessment being on taste and smell.

Five, seven-point Likert-type items are used in this scale to measure the degree to which a person describes a food or beverage as being pleasurable to consume.

The scale measures a person's evaluation of a beer's attributes having to do with the utilitarian and/or physical nature of the product. Several variations of the scale were used by Homer (2006) in the series of studies she conducted. The response format was not described but appears to have been a Likert-type. The scale was referred to as concrete beliefs by Homer (2006).

The scale measures a person's hedonic assessment of a brand of beer. Several variations of the scale were used by Homer (2006) in the series of studies she conducted. The response format was not described but appears to have been a Likert-type. The scale was referred to as abstract beliefs by Homer (2006).

The scale is a three-item, seven-point measure of one's attitude toward a specific advertisement with an emphasis on the extent to which it expresses some emotion-like qualities related to warmth. Note that the way in which the scale stem is phrased the scale measures what one thinks the ad expresses rather than the emotion one has experienced in reaction to the ad. The scale was loosely referred to as empathy by Aaker and Williams (1998).

The scale is a three-item, seven-point measure of one's attitude toward a specific advertisement with an emphasis on the extent to which it expresses some emotion-like qualities related to pride. Note that the way in which the scale stem is phrased the scale measures what one thinks the ad expresses rather than the emotion one has experienced in reaction to the ad.

The scale is a three item, seven-point measure of one's attitude toward a specific advertisement with an emphasis on the extent to which it expresses some emotion-like qualities related to peacefulness. Note that the way in which the scale stem is phrased the scale measures what one thinks the ad expresses rather than the emotion one has experienced in reaction to the ad.

The scale is a three-item, seven-point measure of one's attitude toward a specific advertisement with an emphasis on the extent to which it expresses some emotion-like qualities related to happiness. Note that the way in which the scale stem is phrased the scale measures what one thinks the ad expresses rather than the emotion one has experienced in reaction to the ad.