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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

risk

Four questions and a seven-point response scale are used to measure how much a person believes the side effects of a medicinal drug are serious and threatening.

Using three, seven-point items, this scale measures how much a person feels uncertain about a choice he/she has made.

This three-item, seven-point scale measures how concerned a person is about being embarrassed if he/she reviewed a particular good or service and it was not accepted well by others.  The items are general enough for use with regard to posting product reviews online or privately sharing one’s opinion with friends. 

The degree to which a consumer believes that a buying a particular product from a particular retailer’s website would be risky is measured with three, nine-point Likert-type items.

Within a particular social network, the degree of concern a person has about following others and the riskiness of doing so is measured with six, seven-point items.

How effective a person believes a particular anti-smoking message to be in terms of changing attitudes and behaviors is measured with three items.

With four, nine-point items, the scale measures a person’s belief that joining a particular fitness club will help reduce health risks.

A person’s beliefs regarding the need for careful usage of pesticides in the home are measured with three, seven-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure a person’s belief that everyone could experience a house fire and, if it occurs, smoke detectors can reduce the damage.

Using four, seven-point Likert-type items, the scale measures the degree to which a consumer believes that making a selection from a particular product category is difficult because of the uncertainty about choice is "right."