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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


The scale is composed of three, seven-point Likert-type statements measuring the degree to which a consumer has a positive attitude toward the company that makes a product featured in an ad the consumer has been exposed to. The emphasis is on the company's status with regard to societal obligations, thus, the scale was called corporate citizenship by Dean (1999).

Four, seven-point phrases are used to measure the extent to which a person believes the quality of key account-related personnel are important when choosing an advertising agency. As written, the scale does not measure a person's attitude toward a specific agency but rather the role this criterion should play in general when making a selection among agencies.

The scale is composed of three statements intended to measure a person's sense of the likelihood that he/she would get a specified medical test. Although similar to a measure of behavioral intention, this scale is assessing something more hypothetical. The phrasing of the items indicate the respondent is to imagine what he/she might do under certain conditions with respect to the focal behavior whereas intention scales usually attempt to measure what the person actually plans to do.

Three, seven-point Likert-type items are used to measure the pleasure one feels in getting a good deal. The items suggest that not only is the person glad to be saving money but that a positive emotional reaction is felt. Further, the items assume the respondent has been exposed to some particular deal and is reacting to it as well as giving a sense of his/her enjoyment in getting similar deals.

In its fullest form, the scale is composed of twelve Likert-type items and measures a consumer's degree of satisfaction with a product he/she has recently purchased. Most of its uses have been in reference to the purchase of cars but Mano and Oliver (1993) appear to have adapted it so as to be general enough to apply to whatever product a respondent was thinking about. Mattila and Wirtz (2001) adapted a short version of the scale to measure customers’ satisfaction with a shopping experience. Seven of the items were modified by Hausman (2004) for use with the patient-physician encounter.

The seven-point semantic differential scale measuring the degree to which a person views a brand name as being acceptable.

The scale is a six item, seven-point measure of one´s attitude toward a specific brand of beer.

Ten, nine-point semantic differentials are used to measure how a person evaluates a camera. It appears that this scale is similar to many typical brand attitude measures except that several of the items here are specific to cameras rather than being broad enough to apply to other product categories.

Four semantic differential items are used to measure the degree to which a subject, who has just taken part in an experiment, indicates being seriously concerned with the activities requested of him or her. As written, the items focus on tasks related to looking at ads and evaluating products.

Three, seven-point Likert-type items are used to measure the degree to which a consumer perceives that there are differences among some a set of brands being evaluated.