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Scale Reviews

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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


Three, seven-point Likert-type items are used to measure the extent that a customer expressed dissatisfaction to a third-party about a problem with a business and sought the party's advice about seeking redress.

The scale is composed of four, five-point Likert-type items that measure how much a person feels bad about switching from one service provider to another and wishes that he/she had remained with the previous provider.

Four, five-point Likert-type items are used to measure the likelihood that a customer will pay more to continue receiving service from a particular provider.

Ten, nine-point items are used to measure the degree of disconfirmation a person experiences in his/her expectations regarding some music.

The scale measures expectancy-disconfirmation of a movie performance using eight items and a nine-point response format.

The scale is composed of three, seven-point Likert-type statements that measure the degree to which a person believes that he/she has the material things he/she wants and can afford to buy whatever else is desired. The scale was referred to as money-luxury by Thomson (2006).

This scale uses five items to measure how deceived and exploited a customer of a business feels as a result of some event such as a service failure.

The scale is composed of three, seven-point semantic-differentials that measure the extent to which a customer believes that a certain party is responsible for a particular service failure.

The four, five-point Likert-type statements measure the degree to which a person believes that changing service providers would mean losing the enjoyment of interacting with particular employees of the current service provider whom the person had come to know over time.

The scale is composed of eight, seven-point statements measuring the degree to which a customer of a service provider plans to continue receiving services from the provider or, instead, intends to switch to a competitor.