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Marshfield Clinic Research Foundation

sales

A consumer’s level of attitudinal, affective, and behavioral involvement with getting discounts and buying products on sale is measured with seven, five-point Likert-type items.

Three, seven-point items are used to measure a shopper's belief that a particular retailer advertises sales prices in order to attract customers even though the prices have not been discounted much. 

The degree to which a person believes a deal that has been offered to him/her was limited to just a few customers and not widely available to other customers is measured with four, nine-point semantic differentials.

Three statements are used in this scale to measure the degree to which a person believes that a certain store uses a form of sales promotion that is insincere and that misleads customers.

This is a three-item, seven-point Likert-type scale that assesses the degree to which a consumer believes that a sale price is a true decrease in the normal price of a product rather than being the price typically charged by a retailer. The scale was referred to by Lichtenstein, Burton, and Karson (1991) as cue consistency.

A three-item, seven-point scale is used to measure a person's perception of the magnitude of the savings indicated in an ad for a category of products that are on sale.

Three, seven-point semantic differentials are used to measure a consumer's attitude toward the price of a product with an emphasis on the extent to which it is viewed as a good deal.

Three Likert-type statements are used to measure a consumer's stated tendency to make product purchase decisions that are heavily influenced by price.

The scale is composed of three, five-point Likert-type statements attempting to capture a consumer's relative sense of the amount of price dealing that is conducted for a specified brand compared to the competing brands. The emphasis seems to be on the overuse of such deals.

It is a six-item, seven-point Likert-type scale measuring a consumer's enjoyment of cash refund offers and tendency to buy products associated with such offers. This measures a general interest rather than the likelihood that the behavior occurs for any particular product category. Lichtenstein, Netemeyer, and Burton (1995; Lichtenstein, Burton, and Netemeyer 1997) referred the scale as rebate/refund proneness. Burton et al. (1998) called it rebate proneness.