You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

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.