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Scale Reviews

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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


The scale is composed of three, seven-point Likert-type statements that measure the anticipated strength and power of a tool based on tactile sensations. The tool examined by Luo, Kannan, and Ratchford (2008) was a handheld power tool.

The scale uses four, nine-point Likert-type items to measure the degree to which a person views power usage in social relationships to be hierarchic rather than egalitarian.

Three statements are used in the scale to measure the degree to which one member of a married couple believes in his/her ability to raise and resolve issues with the other member.

The scale's five statements are intended to measure the degree to which a person believes in the equality of the sexes and gender roles.

The scale is composed of six, seven-point semantic differentials that measure a person's beliefs regarding the strength and self-reliance of someone.

The scale is purported to capture a person's frustration and irritation with a stimulus. In the studies by Taylor (1994; Taylor and Claxton 1994), a seven-point, seven-item scale was used. As a result of the studies by Richins (1997), a four-point, three-item scale was developed. In the studies conducted by Argo, Dahl, and Morales (2006), five, seven-point items were used.

The scale is composed of three, five point statements that assess the extent to which a person feels capable of rebuffing the attempts of others to get him/her to smoke. The scale was called self-efficacy at refusing cigarette offers by Pechmann et al. (2003).

Three unipolar items with a seven-point response format are used to measure the degree to which a person describes something as having a quality that indicates a lack of power and authority.

Five, nine-point statements are used to assess the value placed by a person on an attainment of social status as well as control over other people and resources.

Using three, seven-point Likert-type statements, the scale measures the degree to which a person believes important referent people expect him/her to use a product. Nysveen, Pederson and Thorbjørnsen (2005) used the scale with services but it appears to be amenable for use with goods as well.