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Scale Reviews

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This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin


Using three, five-point Likert-type statements, this scale measures the degree to which a person believes that usage of a health-related good/service could lead to unintended reactions.  The construct being measured is akin to the uncertainty component of perceived risk (e.g., Cox 1967; Dowling 1986).

Using five, seven-point Likert-type items, this scale measures a person's reluctance to engage in behaviors that appear to be risky.

This scale uses five, seven-point Likert-type items to measure a person's preference for certainty and tendency to feel anxious when outcomes are uncertain.

This scale has three, seven-point Likert-type items that measure a consumer's reason for placing items in a shopping cart at a website but not checking out due to concern about identity-theft as well as other privacy and security issues.

The scale assesses the extent to which a consumer is wary that a store is gathering his/her personal information and using it for business purposes.  The scale was used by Demoulin and Zidda (2009) with respect to a loyalty card issued by a store, thus, they referred to the measure as perceived risk associated with the new loyalty card.

The degree to which a person views fate as a powerful force that influences events and outcomes is measured in this scale using six, ten-point Likert-type items.  Fate has a sense of predestination while luck is more transient.  Despite the distinction, the scale seems to capture aspects of both.

A four-item, five-point scale is used to measure the importance of several risk attributes related primarily to the performance of some specified product or economic aspects of its purchase.

This four item Likert-type scale is purported to measure a consumer's level of perceived risk associated with the purchase of a  specified product.

The scale uses six, seven-point items to measure the probability that a consumer perceives the purchase of a specified product to be associated with a mixture of six types of losses.

This is a three-item, five-point scale measuring the purchase-related importance of the belief that a specified product may not be enjoyed after its purchase as much as expected.