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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


The scale is composed of four statements that measure the extent to which a consumer has thought about how to get a product and use it.

Eight, nine-point semantic differential items are employed to measure the level of interest a person had while reading a product description. In the study by Johar (1995), the product description was in an advertisement. In the study by Chakravarti and Janiszewski (2003) subjects read several product descriptions provided by the authors which were received in text form after clicking on brand names as part of a computer-aided task.

Three, seven-point semantic differentials are used to measure the level at which a person reports being motivated to process some specific information. In the study by Suri and Monroe (2003), the scale was used with subjects who had been asked to evaluate some product-related information.

Three, seven-point semantic differentials are used to measure the degree of focus a person has on a particular activity, as in an experiment, with the emphasis being on how much the person's attention was diverted from the task to something else.

Three, seven-point Likert-type statements are used to assess the earnestness with which a subject engaged in an experimental task that involved reading an ad and making a purchase decision.

The scale has four semantic-differentials and is intended to measure how easy a person views something to be or to have been. In Tybout et al. (2005), subjects were asked about the ease of giving reasons to drive a particular car.

Three, seven-point statements are used to measure how easily a person completed a task in which he/she was supposed to provide reasons for doing something. In Tybout et al. (2005), subjects were asked to give potential reasons for driving a particular car.

The scale is composed of five, six-point Likert-type statements that are intended to assess the degree to which a person is concerned about answers he/she provided as part of a recently completed task.

One's subjective degree of control over performance of a particular behavior is measured with three, seven-point Likert-type statements. As viewed by Ajzen (2002), perceived behavioral control is an overarching construct that includes self-efficacy as well as controllability. Nysveen, Pederson and Thorbjørnsen (2005) used the scale with mobile services but it appears to be amenable for use with goods as well.

Four, seven-point items are used to measure the level of personal importance a person places on the outcome of a decision he/she is making.