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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

expectations

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.

The scale has three, five-point items that are supposed to measure the probability that a product will not perform as expected for reasons that could be viewed as "personal." (See Origin below for more details.) If one accepts the two component model 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.

Three, seven-point statements are used to measure a consumer's attitude regarding the monetary costs a company will incur if it has high prices. In the study by Srivastava and Lurie (2004), the "costs" referred to a price matching guarantee that was described in a scenario that subjects read before completing the scale.

The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person views the purchase of a particular product in the next year to have unspecified negative consequences associated with it.

Three, seven-point semantic differentials are used in the scale to measure the degree to which a customer expresses an intention to shop at a store/website or use a particular company's services again in the indefinite future.

Four, seven-point Likert-type statements are used to measure the degree to which a customer expects to visit a particular business in the future and continue the relationship indefinitely.

Three, seven-point statements are used to measure a consumer's beliefs regarding the inclination of other customers to want a refund from a store if they find a product they bought there to be cheaper elsewhere.

The scale is composed of three, five-point Likert-type items that measure a person's beliefs regarding the quality of an article of clothing featured in an advertisement.