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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

How much a customer believes that a particular product is not worth the price being charged is measured with three, seven-point Likert-type items.

With three, seven-point Likert-type items, the scale measures how much a person is concerned that a bad decision about a particular purchase could harm his/her self-concept.

The scale has three, seven-point Likert-type items that measure the degree to which a consumer worries that purchasing a certain product might result in others thinking less of him/her.

The desire to engage in outdoor sports and other activities that involve speed or danger is measured with fourteen, five-point Likert-type items.

The four, seven-point items in the scale measure how much a person anticipates before making a product choice that he/she will feel personally responsible and unhappy if a poor option is selected.  More specifically, the items are phrased such that the focus is on making the choice based on how the options vary on one critical product attribute. 

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.