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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

risk

The level of risk-related concern a consumer has about purchasing a particular object is measured with three, seven-point Likert-type items.  While the scale was made for use with a product, it appears it could be used with other objects that may not be considered “products” per se such as a house, a company’s stocks, or a rare piece of art.

With four, seven-point items, the scale measures how much a person believes that he/she will feel unhappy and powerless if there is a failure to experience what was expected with regard to a product choice decision.  The items are phrased such that the focus is on making the choice based on how the options vary on one critical product attribute.   

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.