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Scale Reviews

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This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin


The scale uses three, five-point statements to measure the likelihood that a person who is familiar with a website will go back to it sometime in the future. Due to the phrasing of one of the items, the website should have some sort of subscription aspect to it such as with the online versions of newspapers and magazines.

A three-item, seven-point Likert-type scale is used to measure the self-reported likelihood that a consumer will shop at a specified store as well as recommend it to others. Baker, Levy, and Grewal (1992) called the scale willingness to buy while Baker et al. (2002) as well as Grewal et al. (2003) referred to it as store patronage intention.

A customer's belief that a certain problem with respect to service delivery is typical is measured in this scale using three, seven-point semantic differentials.

Four, seven-point semantic-differentials are used to measure the degree to which a customer expects the cause of a service failure to persist over time. The scale was called attributions of stability by Hess, Ganesan, and Klein (2003).

Three, ten-point semantic differentials are used to measure the level of general satisfaction a customer has with a certain service provider. The scale appears to combine aspects of disconfirmation with a comparison to the "ideal" provider.

The scale is composed of four, five-point items that measure the level of general satisfaction a consumer expresses towards a service provider, with an emphasis on how well the service provider is viewed compared to the ideal provider.

The scale is composed of four statements that measure the level of satisfaction a consumer believes he/she would experience if a certain set of events transpired.

The scale has three, ten-point statements that assess the extent to which a consumer is satisfied with something. The phrasing is probably more suited for measuring satisfaction with an organization (manufacturer, retailer) than with an individual product. Magi (2003) used it with respect to a grocery store.

The four item, seven-point Likert-type scale is intended to measure a voter's satisfaction with politics and election outcomes, particularly as it relates to the person's expectations.

Three, five-point statements are used to measure the probability that a specified perishable food item found in a grocery store will decrease in quality as it nears its printed expiration date. If one accepts the two component view of perceived risk (e.g., Bauer 1960; Cox 1967), then this scale most heavily taps into the uncertainty component as opposed to the consequences component.