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Scale Reviews

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The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University


The scale is composed of three, seven-point statements that measure how pleased a person is with a relationship. It appears that the scale may be used when studying relationships between people, brands, or organizations. In the case of Thomson (2006), the relationship was between consumers and a "human brand" such as a celebrity.

Three, seven-point items are used to measure the extent to which a person is pleased with the result of a particular event, e.g., bargaining.

The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person who has recently bought a product from a company expects that he/she will be satisfied with the decision.

The three items in this scale are intended to capture the level of hopeful-type feelings a person is experiencing (or experienced during a certain event).

Three, seven-point semantic differentials are used to measure how a person feels at some particular point in time. Although the scale might be considered a measure of affect in a general sense, it should not be used to measure the affective component of an attitude because there is no object to which to evaluate apart from one's feelings (e.g., an advertisement, a product, a company).

The degree to which a person believes that happiness is derived from buying and owning things is measured in this scale with ten, four point items. The scale is intended for use with teens or even pre-teens and was called the Youth Materialism Scale by its developers (Goldberg et al. 2003)

This three item, five-point Likert-type scale is intended to measure the degree to which a customer of a business views the relationship as a bond or connection that produces feelings of happiness and warmth. Although developed and tested for use with businesses, the items appear to be amenable for use with a variety of businesses as well as non-business organizations, e.g., churches, libraries, museums.

The level of pleasure a person thinks he/she would receive from eating a particular food item is measured with three, five point Likert-type items. Given the phrasing of item #2, the food is a treat rather than something common. In the study by Naylor et al. (2008), participants responded to this scale with respect to a chocolate featured in an advertisement by a chocolatier.

This four item, seven-point unipolar scale attempts to assess the degree to which a person is experiencing high arousal, pleasant emotions at a particular point in time.

A person's sense of life satisfaction as currently experienced is measured with this eight-item semantic-differential scale.