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Scale Reviews

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The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University


The five, five-point Likert-type items composing the scale are intended to measure to degree to which a person has a broad, open perspective of the world and an eagerness to experience other cultures.

The scale is composed of three, seven-point items that measure the degree to which a person believes that a product is consistent with his/her values, experiences, and needs. While the scale was developed to be used with innovations, it appears to be amenable for use with a wide variety of goods and services, regardless of how innovative they are viewed as being.

This three-item, seven-point Likert-type scale is intended to measure the extent to which a consumer believes that shopping at a particular website is an efficient use of his/her time. Mathwick, Malhotra, and Rigdon (2002) also used the scale with reference to a catalog.

Three statements are used to measure the degree to which a person relates to a brand as portrayed in an ad and feels good about it.

Six, seven-point Likert-type items are used to measure the value a person places on work in his/her life.

A person's sense of life satisfaction as currently experienced is measured with this eight-item semantic-differential scale.

Six, seven-point Likert-type statements measure the relative level of television programming a person admits to viewing on a general basis.

The value a person places on novelty and excitement in life is measured in this scale using three phrases and a nine-point response format.

Five, seven-point Likert-types statements are used to measure one's global attitude about his/her life. The measure seems to tap more into cognitive aspects of the attitude rather than the affective aspects.  Arnold and Reynolds (2009) used a three item subset of the scale.

The centrality of religion in one's life is measured in this scale with six, seven-point Likert-type statements. The items are not specific to any religion or denomination nor do they stress any particular behaviors, e.g., attending church.  Given this, the scale appears to be useful to a wide variety of contexts in which the goal is to understand the role of religion in a person's life.