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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

fear

Five, seven-point Likert-type items measure a customer’s attitude regarding his/her susceptibility to being harmed because of the personal information collected by a company.

With five, seven-point items, the scale measures a person’s motivation to hide his/her socially-relevant mistakes and weaknesses.

The tendency to worry about what other people think of oneself is measured with 12, seven-point items.

Four, seven-point semantic differentials are used in this scale to measure the level of fear that has been evoked by some stimulus.

The degree to which a person reports feeling emotionally uncomfortable and upset is measured in this scale with three, five-point unipolar items.

Using six, seven-point uni-polar items, the scale measures the extent to which a person reports feeling attacked verbally in the sense of his/her image being maligned.

The degree to which a person experiences strong, negative affective responses to the expectation or occurrence of unpleasant events is measured with seven items.

Four statements are used to measure the degree to which a consumer is apprehensive of technology and avoids its usage. This construct is sometimes referred to by the more provocative term technophobia (e.g., Brosnan 1998; Rosen, Sears, and Weil 1987).

Three, seven-point Likert-type items are used to measure the degree to which a person is uncomfortable using a particular piece of technology and avoids using it.

The scale assesses the extent to which a consumer is wary that a store is gathering his/her personal information and using it for business purposes.  The scale was used by Demoulin and Zidda (2009) with respect to a loyalty card issued by a store, thus, they referred to the measure as perceived risk associated with the new loyalty card.