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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

price

The extent to which a person associates the words “down” with “less” and “up” with “more” is measured using six, nine-point items.

With four, seven-point items, the scale measures how much a consumer expects that if he/she does not take advantage of a current sale that it will be a mistake.

Using three, seven-point Likert-type items, the scale measures how strongly a consumer believes that the discount offered by a retailer for a product is a good value.

This six-item, seven-point Likert-type scale measures how much a consumer is generally concerned about product prices, especially when they are viewed as “high.”

A consumer’s belief that the price of a brand is reasonable and a good value is measured using three, seven-point Likert-type items.

This very simple three-item, seven-point Likert-type scale measures a person’s attitude about the price of a particular good or service with the emphasis on its acceptability.

The scale measures the degree to which a person who sold an item to a buyer experienced a feeling of completeness and closure due to the price that was negotiated.  Four, seven-point Likert-type items compose the scale.

Using three, five-point Likert-type items, the scale measures the degree to which a customer believes a particular website has low prices on products and shipping.

The scale has three, seven-point Likert-type items that measure the degree to which a consumer believes that what is received when buying a good or service is greater than what is given up. 

With three, seven-point semantic differentials, the scale measures the degree to which a customer believes that, in general, the prices of a company's products are appropriate given the value of the products.