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Bob Moritz
Marshfield Clinic Research Foundation

memory

The ten-item, seven point Likert-type scale is intended to measure the degree to which a person experiences positive affect toward an advertisement because it evokes some memory of the person's past. The scale was called evoked nostalgia by Muehling and Sprott (2004) and general nostalgia evoked by the ad by Muehling and Parscal (2011).

The scale is composed of six items meant to measure a person's motivation to process information from an advertisement at the time of brand choice.

The scale is composed of three, nine-point Likert-type statements that measure the degree to which a person agrees that the information communicated in an ad he/she has been exposed to corresponds with an experience the person has in mind.

This five-point, twelve-item scale is meant to assess how well a person can use a certain language in various situations.

The scale uses three, seven-point statements to measure the degree to which a person pays relatively more attention to a particular possession than to other possessions. The investment of time and thought in the object "layers' more meaning on it and makes it even more important to the owner. The scale was called psychic energy by Grayson and Shulman (2000).

The scale is made up of three, seven-point items used to measure the degree to which an object is important or distinctive to a person due to its association with someone from the person's past who had been in physical contact with the object.

The extent to which an object is important or distinctive to a person due to its association with a time or event in the person's past is measured with five, seven-point statements.

Three, seven-point semantic differentials are used to measure a person's awareness and recognition of some specific object. In the study by Roehm (2001), the focal object was a portion of a song used as background music in a mock radio advertisement.

The scale has three Likert-type statements that measure a consumer's attitude about a specific sales promotion tactic, the emphasis being on the belief that the promotion reduces search and decision costs.

Five, seven-point, Likert-type statements are purported to measure the extent to which a person processes information received in an ad by relating it to aspects of his- or herself (own personal experiences).