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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

patronage

The degree to which a patron believes a certain place serves his/her goals better than the available alternatives is measured with five, seven-point Likert-type items.

A consumer’s patronage of a particular type of retail store and willingness to recommend it to others is measured with four, seven-point Likert-type items.  To be clear, the scale does not measure patronage of a specific store but rather a category of stores.  The items can be easily adapted for different types of stores, e.g., discounters, hypermarkets, convenience, specialty.

With three statements, the scale measures a customer’s regret for having patronized a certain retailer because of a bad experience there and the intention to reduce visits to the establishment if not stopping all together.

The significance that a customer places on the relationship he/she has with a particular business is measured with three, seven-point Likert-type items.  As phrased, the items are most amenable for use with customers who receive ongoing services from a company.

The scale has three, seven-point items that are used to measure a person's expressed likelihood of returning to a particular website in the future based upon what was seen in an initial visit.

The extent to which a customer has reacted to a service failure by not repatronizing the business and/or switching to a competitor is measured with five, five-point items.

Three, seven-point Likert-type items are used to measure the degree to which a customer believes that the seller is devoting substantial time and energy to building their business relationship.

This scale uses three, seven-point Likert-type items to measure a customer's motivation to maintain a business relationship with a particular seller.

This is a three-item scale purported to measure the constancy and devotion a consumer expresses in describing his/her shopping at a specified store. As used by Sirgy and colleagues (1991), two of the items employed five-point response scales and one had a four-point response format.

This scale has four, five-point Likert-type items that are used to measure the degree to which a consumer places importance on making wise purchase decisions and is willing to put forth extra effort to do it.