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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

emotions

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.

Six, five-point Likert-type statements are used to measure a consumer's tendency to express and/or exhibit hostility toward a marketer, especially salespeople. An 11-item version of the scale translated into Dutch was used by Richins (1987).

A seven-item, seven-point semantic differential scale used in measuring a person's tendency to rely more on the functions associated with one brain hemisphere than on those associated with the other. The construct was referred to by Hirschman (1986) as cognitive function asymmetry.

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.

A 34-item scale is used to measure a person's expressed tendency to experience three dimensions of psychological hostility: assault, irritability, and verbal hostility.