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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 has five, seven-point Likert type statements and measures the extent to which a person believes that an e-retailer provides customers the opportunity to share information with each other that is useful to making a purchase decision.

The scale is composed of six, six-point Likert-type items measuring the degree to which a person believes that a product is either "public" or "private" in its character based upon the perception of how the majority of people consume it.

The scale has six, seven-point Likert-type items that are intended to measure the social-adjustive functional base of a person's attitude toward a certain product. This function has to do with helping one to gain approval in social settings.

The scale is composed of seven, five-point Likert-type statements measuring how a person compares his/her family's standard of living (financial well-being, status, happiness) compared to the typical people shown on television, with the emphasis being on families shown in commercials.

Three statements are used to measure the importance placed by a viewer on positive comments and endorsements of a product made by users and experts. The scale was called comments and demonstrations by Agee and Martin (2001) and referred to the importance of this type of information being provided in infomercials.

Three, seven point statements are used to measure the extent to which a person thinks a model featured in an ad is likely for viewers to compare themselves to. Bower (2001) viewed this as a form of social comparison in that one compares him- or her-self to another person on one or more personally relevant attributes to see if there is cause for concern (envy, jealousy, lower self worth).

The scale is composed of three, seven-point Likert-type phrases that appear to capture the degree to which a person places importance on socially-related values such as belongingness and friendly relationships. Shim and Eastlick (1998) referred to this scale as social affiliation.

The degree of approval or disapproval a person thinks would be received from various parties if he/she volunteered to help a particular nonprofit organization is measured using four, ten-point items.

Four, seven-point Likert-type statements are used to assess the utility derived from the perceived ability of a particular product to enhance its user's self-concept and social approval.

The scale is composed of ten, seven-point statements intended to measure the extent to which a person thinks a specified person has provided information that was helpful in making a purchase decision. As used by Gilly et al. (1998), one version was used by an information seeker to rate the source while another version was used by the sources to rate themselves.