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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

risk

This four-item, seven-point Likert-type scale is intended to measure the degree of risk a person perceives there to be in giving information to companies on the web. The emphasis of the item is on the uncertainty component of risk rather than the consequences component.

The scale is purported to measure the perceived degree of performance risk associated with a specified product. Performance risk has to do with the uncertainty and consequences of a product failing to function at some expected level.

This four-item, seven-point Likert-type scale is intended to measure a person's attitude about companies asking him/her for personal information.

Three, nine-point items are used to measure a consumer's level of concern about the consequences of the choice being made in a particular purchase decision. The scale was called PDI (product-decision involvement) by Mittal (1989) and Kim and Morris (2009).

This seven item, seven-point Likert-type scale measures the degree to which a person views various online activities as potential threats to one's security and/or privacy, particularly when buying products.

This scale is intended to measure the extent to which a person engages in a detrimental amount and form of gambling. There were two versions of the scale as explained below. Cowley (2008) referred to both versions of the scale as PIP (potentially irresponsible playing).

Six, seven-point Likert-type items are used in this scale to measure the degree to which a person consciously considers potential consequences before making decisions including their likelihood and significance.

Three, seven-point semantic-differentials are used to measure the degree to which a consumer believes that a product will function well and as it is intended to.

This three item, seven-point scale is intended to measure the degree to which a person who is participating in some sort of a gamble is experiencing stress about not winning.

The scale is composed of five, seven-point Likert-type statements that measure the degree to which a person believes that a certain product is "public" in the sense that if he/she were to purchase and use it others would be aware of it. DelVecchio and Smith (2005) referred to the scale as social risk - evaluation by others.