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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

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How much a consumer believes that a particular product he/she purchased was not identifiable to others nor did it draw attention.  For the scale to make sense, it probably should be used with respect to a retail store in which one’s shopping activity could be witnessed by others.

The scale measures how much a consumer believes that it is awkward and uncomfortable to purchase a particular product when the behavior can be observed by others.  Based on the items, some of the embarrassment comes from the product itself while some is due to other people witnessing the purchase.  A five- and an eight-item version are described.

Composed of three, seven-point Likert-type items, the scale measures how much a person believes that there were too many customers in a store.

With reference to a particular shopping trip and store, three, seven-point Likert-type items measure the extent to which a consumer left without making a purchase.

Leaving an area within a store or the store itself without buying the product of interest is measured with six, seven-point semantic differentials.  Two versions of the scale are described. Temporary abandonment has to do with the shopper's intention to return later in the shopping trip to make the purchase while Permanent Abandonment means the shopper does not plan to return to buy the product.

How much a consumer indicates that the purpose of a particular shopping trip was to look for new ideas and products is measured with three, seven-point items.

With three, seven-point Likert-type items, the scale measures how much a shopper believes that a store’s layout and arrangement of shelves make it difficult to find desired products.

With three, nine-point items, the scale measures a customer’s belief that the performance of a particular store or company met his/her expectations and that a good decision was made.

Using three, seven-point Likert-type items, the scale measures the extent to which a customer decides in a store to switch from accomplishing the intended goal to working on one or more other goals.  The goals themselves are not defined in the items themselves.  Further, the items do not specific whether the behavior is limited to a specific shopping trip or frequently occurs across stores and time. 

Three, seven-point Likert-type items are used to measure how easy and understandable a person believes a particular in-store shopping technology would be to use.  As currently phrased, the items are stated hypothetically because the respondent has only read about the technology.  The sentences could be easily changed to measure a shopper’s actual experience with the technology.