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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

knowledge

How much a person anticipates that his/her sensory experience with a product would familiarize him/her with the common aspects of products of that type is measured with three, nine-point items.  To be clear, this scale is intended to measure the similarity within one type of a product (the person's preferred type) rather than measuring the differences between types across a category.

The scale uses seven-point semantic-differentials to measure a consumer's opinion of his/her familiarity with and expertise in buying products within a certain category.

A person's self-expressed level of understanding a particular object (topic, product, company, et cetera) is measured in the scale with three, seven-point items.

With three, nine-point items, the scale measures how much a person anticipates that some particular experiences would help him/her be more certain of preferences with regard to a certain product category.  The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.

The scale uses three, nine-point items to measure how much a person expects that some particular experiences would enhance his/her sociability, at least when it comes to interacting with others with respect to a certain topic.  The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.

With four, seven-point items, this scale measures how fully a person understands a particular experience he/she has had in terms of why it was chosen and the reasons it was liked/disliked.

A person's opinion of his/her level of knowledge about vitamins and experience with taking them is measured in this scale with three, seven-point Likert-type items.

Four, seven-point Likert-type items compose the scale and measure a person's ability to recognize so-called "green products" and distinguish them from products that are not "green."

The scale consists of three, seven-point Likert-type items and is intended to measure the degree to which a consumer not only expresses knowledge of a product's prices across competitors but knowledge of the product's individual component prices as well.  The scale probably is most suited for product categories characterized by "loose coupling" such that great freedom is offered to customers to mix components from different suppliers. 

The level of knowledge and personal experience a person reports having with dieting is measured in this scale using ten items with a seven-point response format.