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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

safety

The scale has four, seven-point Likert-type items that measure how much a person believes that some particular produce (vegetables and/or fruit) is not normal and has something wrong with it, with an emphasis on how it looks. 

Four, seven-point Likert-type items measure the degree to which a person’s attitude about some produce (vegetables and/or fruit) in a particular context is harmful to eat and could make him/her sick.

Three, seven-point items are used to measure the likelihood a consumer will avoid buying products that contain a specific chemical and, instead, will purchase a particular brand that does not have the chemical.

The scale has three, five-point items that measure the extent to which a customer feels safe in his/her transactions with a particular online retailer because of the belief that it has implemented adequate safety measures.

Using four, nine-point semantic differentials, the scale measures a consumer’s belief that a particular food product is not only safe to consume but is nutritious as well.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes that the world is dangerous in general and, more specifically, that he/she does not feel safe.

Composed of five, seven-point items, the scale measures how unprotected and unprepared a person feels with respect to the threats coming from the “world” around him/her.

The scale has four, seven-point semantic differentials that measure how much a consumer believes that particular product has been touched by other people and is unsanitary.  While the items themselves do not explicitly mention food, the scale probably makes most sense when used with a food or beverage product.

The scale is composed of three, seven-point items that measure how safe a person believes it would be to eat a particular food product.  The items are phrased in such a way that the person is assumed to have seen the product or read some information about it but has not actually tasted it yet.

Five, seven-point Likert-type items are used measure the degree to which a person reports that an ad made him/her feel exposed and unsafe.