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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

reasoning

This six item, six-point Likert-type scale measures an individual difference characteristic that varies between people by how much weight is placed on “reason” versus “feelings” when making decisions.  Three of the statements refer to financial or product choice situations while the other three items are more general.

With five, six-point Likert-type items, the scale measures the degree to which a person tends to process information such that it is conscious, intentional, analytic, and relatively affect free.

With four, seven-point items, this scale measures how fully a person understands a particular experience he/she has had in terms of why it was chosen and the reasons it was liked/disliked.

Ten, five point Likert-like items are used in this scale to measure the degree to which a person who has recently engaged in a certain task describes his/her processing of information to have been done in a logical, rule-based manner.

The scale uses several statements to measure the degree to which a person tends to resolve conflicts with his/her spouse by use of reason and negotiation rather than coercive means.

The seriousness of a situation is measured in this scale using five, seven-point bi-polar adjectives.

Three, seven-point Likert-type items are used to measure the degree to which a consumer is sensitive to the "allocative" effects of prices such that buying an expensive product leaves less money for other purchases.

The scale is composed of three questions that are intended to measure the amount of difficulty a person has had in stating reasons for a behavior or decision he/she has made.

The scale is composed of three statements measuring the extent to which a person believes a decision that has been made makes sense and is easy to support.

The scale has four semantic-differentials and is intended to measure how easy a person views something to be or to have been. In Tybout et al. (2005), subjects were asked about the ease of giving reasons to drive a particular car.