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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


How long a product improved a person’s mental performance is assessed with four, seven-point items.  To answer the questions, the respondent must have used the product rather than merely hearing about it.  The scale seems to be amenable for use with a variety of foods and supplements for which claims are made about increasing one’s cognitive ability in some way.

A consumer’s global evaluation of a service experience is measure with three, nine-point bi-polar adjectives.

The likelihood of receiving lower service quality if one switches from one provider to another is measured with three, five-point Likert-type items.

With three, seven-point Likert-type items, the scale measures the extent to which a person believes that the service provided by a company is high quality, with no reference to any specific type of business or aspect of service quality.

Using three, seven-point Likert-type items, the scale measures the degree to which a person believes the physical environment of a store is high quality.

Four, nine-point uni-polar items are used to measure the degree to which a consumer believes that a particular pair of jeans is durable and well made.

Nine-point Likert-type items are used to measure a consumer’s belief that there is evidence that a particular product is genuinely a particular brand rather than a fake or confusingly similar one.  A two- and a four-item version are provided.

Three, seven-point items measure a person’s general belief that the current day will be good rather than bad.

The scale uses three, seven-point Likert-type items to measure the degree to which one believes the quality and other information about a particular product cannot be judged even after buying and using it.

The belief that one cannot determine the quality and other attributes of a particular product until after it has been purchased and used is measured with three, seven-point Likert-type items.