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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

experience

A six-item, seven-point semantic differential is used to measure the level of crowding a consumer perceives there to be in some specified shopping context. The measure was referred to as perceived retail crowding by Eroglu and Machleit (1990).

A three-item, five-point scale is used to assess a person's experience with the contempt-related emotion. The directions and response scale can be worded so as to measure the intensity of the emotional state at the present time or they can be adjusted to measure the frequency with which a person has experienced the emotion during some specified time period. One-word items were used in the study by Westbrook and Oliver (1991) while phrases based on those same items were used by Allen, Machleit, and Kleine (1992).

Three, five-point items are used to assess the experience a person has had with disgust-related emotions. The directions and response scale can be worded so as to measure the intensity of the emotional state at the present time or they can be adjusted to measure the frequency with which a person has experienced the emotion during some specified time period. One-word items were used in the study by Westbrook and Oliver (1991) whereas phrases based on those same items were used by Allen, Machleit, and Kleine (1992).

A three-item, seven-point Likert-type scale is used to measure the degree to which a person would feel crowded in a particular setting. The construct also carries with it the sense that perceived crowding is linked with stress and is an unpleasant subjective experience.

A three-item, seven-point scale is used to assess the ease of using a computer to perform some task that a person reports experiencing.

A six-item, seven-point Likert-type scale is used to measure the degree to which a person who has just gone through an experience with other people describes feeling closer to them because of the events and activities they shared. Arnould and Price (1993) referred to the construct measured as communitas.

The scale is composed of eleven, five-point Likert-type statements that are intended to measure flow and/or peak experiences in a consumption context. (More description is provided in the Origin section.)

Seven-point Likert-type statements are used to measure a consumer's belief in his/her ability to successfully complete a specified task. The tasks examined by Meuter et al. (2005) were two kinds of self-service technologies. The scale was called ability in future co-creation by Dong, Evans, and Zou (2008) due to the context in which it was used.

Likert-type statements are used to measure the level of knowledge a consumer expresses having about a product category compared to his/her friends.

Three, seven-point bipolar adjectives are used to measure the extent of a person's awareness of and experience with a particular stimulus. The stimuli examined in the studies mentioned below were either a particular brand or a product category.