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Scale Reviews

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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

expectations

The degree to which a customer believes that he/she has earned special treatment from someone or some organization for an unspecified reason is measured with seven-point, Likert-type items.

The scale has three, seven-point semantic differentials that measure how much a person believes a particular advertisement is atypical and unexpected.

Using three, seven-point items, the scale measures a person's belief in being able to personally solve a problem that would otherwise require the company's help to fix.  The scale items seem to be amenable for use with a variety of problems a customer might experience, e.g., with self-service technology, with a product, with a website. 

How likely a person believes he/she will be threatened by a particular health condition sometime in the future is measured in this scale with three, seven-point items.

A consumer's expressed likelihood of going online to download a coupon for a product is measured in this scale with five, nine-point items.

How much a person believes a particular message is worded normally rather than being phrased in an unusual way is measured using three items. Although Kronrod, Grinstein, and Wathieu (2012) used the scale with respect to an ad-type message, the items are amenable for use with other types of messages. 

The degree to which a person believes that he/she will suffer physically if he/she has unhealthy eating patterns is measured with three, seven-point Likert-type items.

Three, seven-point Likert-type items measure a person's belief that adhering to particular nutritional guidelines will effectively reduce harmful effects on one's health.

A person's anticipation of experiencing guilt-related feelings if he/she engages in a certain action is measured with three items.

The direction and relative amount that something is predicted to change is measured with three semantic differentials.  This very simple scale appears to be amenable for use in a wide variety of situations when paired with the proper instructions.