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Scale Reviews

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The Marketing Scales Handbook is indispensable 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


The scale is composed of three, seven-point Likert-type items that measure a person’s belief that a particular company’s level of “social responsibility” depends upon the positive effect the activities have on product sales.

How much a person likes a listed sale price is measured with three, seven-point items.  The items do not specify why the consumer likes the price.

With three items, the scale measures the degree to which a consumer believes a lot of effort was spent after a purchase in activity intended to benefit from a price-matching offer.

The importance a shopper places on an online store having deals, sales, and new products is measured in this scale using three, seven-point items.

The scale uses three, nine-point semantic differentials to measure how much a person believes he/she deserves a special offer (sales promotion) made by a business rather than it being unwarranted.

The three item scale measures the extent to which a consumer believes that a lot of effort was spent before a purchase in activity intended to help qualify for the benefit of some type of sales promotion, e.g., collecting coupons to receive price discounts.

Four, seven-point items are used to measure the perceived level of savings in the purchase of two particular products if purchased separately. Other information provided to respondents indicated that the items could be purchased together as a bundle for a special price. This scale measures their beliefs that savings would be realized even if the items were purchased separately. Yadav and Monroe (1993) referred to the measure as items' transaction value.

Four, seven-point items are used to measure the perceived additional value of buying two particular products in a set compared with purchasing them separately. Yadav and Monroe (1993) referred to the measure as bundling transaction value.

This scale is a three-item, seven-point, Likert-type measure assessing a consumer's tendency to purchase just what he/she needs regardless of whether or not products are on sale. The scale was referred to as marginal utility by Lichtenstein, Netemeyer, and Burton (1990)

A three-item, seven-point Likert-type measure is used to assess a consumer's tendency to not buy products unless he/she has a coupon for it or the product is on sale.