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Scale Reviews

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The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University


How much a customer believes that a particular online retailer manages product returns and guarantees in an acceptable manner is measured with three, five-point Likert-type items.

This scale uses four, seven-point Likert-type items to measure a person's belief that among his/her friends and family it is considered acceptable to return products after they have been used or damaged.

Using four, seven-point Likert-type items, this scale measures a person's attitude about the financial consequences of customers returning products that have been used and/damaged. The implication is that it is improper to take products back if the use and/or damage to the products was the fault of the buyers, not the sellers but that people vary in the extent to which they believe the practice does significant financial damage to a business.

Five, seven-point Likert-type items are used in the scale to measure the degree to which a person is well familiar with the rules of returning products to stores as well as the buyer's rights to do so. Harris called the scale knowledge of returning rules and regulations.

The scale is composed of four, seven-point Likert-type items that measure the degree to which the respondent is personally familiar with returning products to the place they were purchased after the products had been used and/or broken. Although not explicitly stated in the scale items, the implication is that it was improper to take the products back given that the use and/or damage to the products was the fault of the buyer, not the seller.

This scale is composed of six, seven-point Likert-type items intended to measure a person's likelihood over time to return products for refunds even though he/she has already used or broken the products. Harris called the scale consumer fraudulent return proclivity.

It is a six-item, seven-point Likert-type scale measuring a consumer's enjoyment of cash refund offers and tendency to buy products associated with such offers. This measures a general interest rather than the likelihood that the behavior occurs for any particular product category. Lichtenstein, Netemeyer, and Burton (1995; Lichtenstein, Burton, and Netemeyer 1997) referred the scale as rebate/refund proneness. Burton et al. (1998) called it rebate proneness.

Three, seven point Likert-type statements are used to measure the lack of motivation a consumer expresses having to complain to a store or to return a product when it is unsatisfactory. The scale was referred to by Blodgett, Hill, and Tax (1997) as attitude toward complaining.