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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


This seven-item, seven-point Likert-type scale is used to measure the degree to which a person reports being loyal to what he or she has been using rather than trying something new and/or different. To be clear, it is the tendency be loyal within product categories that is being measured. Raju (1980) referred to the scale as repetitive behavior proneness.

A five-item, Likert-type scale is used to measure the degree to which a person asserts his/her opinion in an unyielding manner.

The measure consists of two 12-item, five-point scales, for which the difference in scores is purported to assess the degree to which a person is open to new and different experiences. This scale was originally referred to as innovativeness by Leavitt and Walton (1975), but later they and other authors called it a measure of open processing (Joseph and Vyas 1984).

This is a four-item, six-point, Likert-type scale measuring a shopper's innovativeness, particularly in relation to stores and brands. It was referred to as shopping innovation by Hawes and Lumpkin (1984).

This is a 15-item, Likert-type scale purported to measure a consumer's expressed tendency to stand up for his/her rights with marketers and their representatives. The scale covers three interaction situations: resisting requests for compliance, requesting information or assistance, and seeking redress. An 11-item version of the scale translated into Dutch was used by Richins (1987).

This is a Likert-type scale that measures a person's desire to understand how a product works. It was referred to as the Creativity/Curiosity component of the Use Innovativeness Index by Childers (1986) as well as Price and Ridgway (1983).

Three, six-point, Likert-type statements are used to measure a person's desire to own clothing of the latest style. See also Hawes and Lumpkin (1984) for some items from this scale combined with items from a fashion opinion leadership scale.