You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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


The scale is composed of three, five-point Likert-type statements that attempt to assess a person's motivation to continue being a customer of a particular business due to feelings of attachment, identification, and loyalty.

The scale is composed of five, seven-point statements measuring the degree of commitment to a company that a consumer expresses having and the likelihood of doing business with it again.

Five, seven-point Likert type statements are used to assess a person's attitude regarding the degree to which an e-retailer has engaged in activities to develop and nurture business with the consumer, particularly by sending relevant information (presumably in e-mail form).

The scale has five, seven-point Likert type statements and measures the extent to which a person believes that an e-retailer provides customers the opportunity to share information with each other that is useful to making a purchase decision.

The scale is composed of three, seven-point Likert-type statements measuring the extent to which a viewer agrees that there is a romantic attraction between two people in an advertisement. To clarify, the scale does not measure whether the viewer feels romantic while watching the ad nor whether the ad as a whole is romantic but just that it appears the two people in the ad are behaving romantically.

The scale is composed of three, seven-point Likert-type statements that are used to measure the degree of satisfaction a client has with its advertising agency based upon the personal relationships with agency personnel.

The three-item, five-point scale measures the extent to which one person believes that another person "knows best" in a certain situation. Due to the phrasing of the items and the context in which it was developed, the focus of the scale is on the perceived trust a client has in a specific service provider. The type of service provider studied by Price and Arnould (1999) was a hairstylist.

Four, five-point statements are used to measure the extent to which a customer expresses satisfaction with aspects of a service provider related to the quality of employee/customer interaction.

The scale uses three, seven-point Likert-type statements to measure a customer's belief that a specific retailer tends to treat its regular customers better than its less regular ones.

Five statements are used to measure the benefits above and beyond the core service performance that a consumer perceives receiving as a result of having a long-term relationship with a service provider. In particular, this scale is distinguished from two others also tapping into relational benefits (Confidence and Special Treatment) by focusing on the familiarity or even friendship one feels by having a relationship with a specific service firm.  This version of the scale used a six-point, Likert-type response format. Another version of the scale used the same items but with different directions (provided below) to measure the importance of this benefit. The anchors for that version were very unimportant and very important.