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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

responsibility

Rather than focusing on guilt-related feelings, this scale uses four items to measure a person's cognitive appraisal of his/her failure to donate responsibly.

Four, five-point unipolar items are used in this scale to measure one’s feelings of shame and remorse.

Five, seven-point Likert-type items are used in this scale to measure a person's belief that a company really cares about people and is honest with its customers.

The degree to which a person is motivated to live up to his/her standards in support of some issue or value is measured with three, seven-point questions.  The scale is adaptable for use with reference to a variety of issues.

The degree to which a person felt bad at a point in time, with an emphasis on guilt, is measured with three, nine-point uni-polar items.

With five, seven-point items, this scale measures a person's reaction to an appeal made by a charitable cause he/she has just read.  Four of the five items could be viewed as an affective response to the appeal but the fifth item taps more into the cognitive facet of the attitude.  Further, given the phrasing of the items, the scale would be most appropriate for use in those situations where it is possible for at least some respondents to be "upset" by what they have read. 

The response a person has to an advertisement promoting responsible drinking is measured with three, seven-point items.  Specifically, the scale focuses on the degree to which a person worries about the negative consequences that could be experienced if he/she drinks irresponsibly.

The scale measures a person's response to an advertisement promoting responsible drinking.  Three, seven-point items are used to measure the likelihood a person will respond successfully to the ad by drinking responsibly.

How ashamed and worthy of blame a person felt at some point in time is measured in the scale with five, seven-point uni-polar items.

With three, seven-point Likert-type items, the scale measures the degree to which a customer takes responsibility for the need to return a product that has been purchased.