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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


How much a person wants something rewarding as soon as possible is measured in this scale with ten, seven-point Likert-type items.

The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.

Seven, seven-point items are used to measure how much a consumer engaged in spending behaviors during a trip such as impulse buying and poor decision-making due to insufficient planning and not sticking to a budget.

Five, seven-point Likert-type items compose the scale and measure one’s tendency to make decisions and to buy impulsively with regard to a specific good or service.

A consumer’s general tendency to make purchases without planning and control is measured with six items.

The extent to which a person is open to immediately going to a store and consuming a particular snack food if given the chance is measured with three, nine-point Likert-type items.  The measure has three, nine-point Likert-type items.  Given the phrasing of one of the items, the scale is most appropriate for those snack foods sold in a store rather than a vending machine.

The degree to which a consumer monitors his/her spending-related thoughts and regulates purchase decisions using self-imposed standards is measured using ten, seven-point Likert-type items.

The degree to which a person relies on feeling and intuition to make decisions and judgments is measured using five items.

Using three, seven-point items, the scale measures the probability that a customer will buy something at a particular website right after having looked at some of its pages.

The degree to which a person was motivated to consume a particular food item as soon as it was seen is measured in this scale using four, nine-point Likert-type items.