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Scale Reviews

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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


The scale attempts to assess the degree to which a consumer views a brand as having personality-like characteristics typified by facets such as being down-to-earth, honest, wholesome, and cheerful.

It is a three-item, five-point Likert-type summated ratings scale measuring the degree to which a person expresses a positive attitude toward advertising in general, particularly in the sense of it being credible and useful.

Three Likert-type items are used to measure a person's attitude towards a website with an emphasis on the confidence placed in the site.