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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

legitimate

Four, seven-point, semantic differentials measure how honest and legitimate something is believed to be.

With four items, the scale measures the degree to which a product is believed to be genuine and original in some unstated way.  

Four, seven-point Likert-type items measure to what degree a person believes that a social standard of a particular group of people makes sense and is of benefit to them.  The norm is not stated in the items themselves and must be provided to participants some way.

Nine-point Likert-type items are used to measure a consumer’s belief that there is evidence that a particular product is genuinely a particular brand rather than a fake or confusingly similar one.  A two- and a four-item version are provided.

A consumer’s belief that a particular product contains the legitimate and genuine character of a particular brand is measured with three, nine-point Likert-type items. The scale could also be referred to as measuring “contagion” or “transferred essence.”