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Scale Reviews

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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


The level of a person's commitment to achieve a specified goal is measured in this scale with three, seven-point items.

A person's estimate of the likelihood of experiencing a certain health problem is measured using four, seven-point items.  Phrasing of the scale instructions allow the items to be used with respect to different time periods (present vs future).

This five item, seven-point, Likert-type scale measures some of the benefits of food being grown "organically."  Although not stated, the implication is that the benefits are relative to the potential negative consequences of chemically aiding the growth of food.  Further, the benefits stated in the scale are about the production side of the process.  No benefits in the actual consumption of organic food are referred to such as healthiness or better taste.

Four, six-point items are used in the scale to measure how often a person engages in dietary control behaviors, particularly those that limit the intake of calories, sugar, and fat. 

How much a person consciously attempts to control his/her food intake is measured in this scale with six, five-point items.

Using five, seven-point items, this scale measures the degree to which a consumer believes a product's package has affected how much was eaten in a particular situation.  In the study by Argo and White (2012), the presence and size of a package appear to have played roles.  The phrasing of the items seems to make the scale amenable for use when other aspects of a package such as the nutrition label or instructions are being examined.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes there is a low probability of getting a particular disease but, if getting it, having the ability to survive it.

The scale measures how strongly a person believes that a particular good or service is able to reveal if a person has a certain life-threatening ailment.  Three, five-point items compose the scale.

The scale measures a mixture of values, attitudes, and behaviors that indicate the degree to which a person treats health as more important than gratifying one's desires or vice versa.  Four, six-point semantic differentials compose the scale.

The scale is composed of six, five-point bi-polar adjectives which measure how desirable and intelligent a person believes a smoker to be.  Given that the scale was designed for use with teens, some of the items may not be as appropriate for use with adults.