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Scale Reviews

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The Marketing Scales Handbook is indispensible 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


Using seven, seven-point Likert-type items, the scale measures the attitude that there is inequality of social groups and some are superior to others.

The extent to which a person expresses beliefs supporting inequality among social groups is measured with sixteen, seven-point items.

With four, seven-point Likert-type items, the scale measures whether a person has a habitual mental attitude in which self-distinctiveness is emphasized or, at the other extreme, an integration mindset in which assimilation and cooperation are emphasized.

Three, seven-point items compose the scale and measure how much a customer believes his/her best interests are guiding a particular salesperson’s efforts to solve one’s problem.

Fourteen, five-point Likert-type items are used to measure a person’s trait-like tendency to be concerned about the needs of others as well as expecting help from them when needed.

The degree to which a customer believes a particular salesperson tried to understand his/her needs with the best of intentions is measured with three, seven-point Likert-type items.

The scale has three, seven-point Likert-type items measuring a customer’s belief that a salesperson tried to relate to him/her as a person and discussed other things than just the purchase.

How much a person reports thinking mostly about what is happening at the current time is measured in this scale using five, seven-point Likert-type items.  While none of the statements explicitly refer to the past or the future, the implication is that the focus is more on the present than on those other time periods.

Four statements are used in this scale to measure how much a person focuses his/her attention on the past.

The extent to which a person focuses attention on the future relative to the time spent on the past is measured with four statements.