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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA


A four-item, seven-point semantic differential scale is used to measure the value-related aspects of a consumer's attitude toward some specific product.

These ten, five-point Likert-type items are intended to measure the degree of value a consumer places on the offer extended to him/her by a former service provider in an effort to reacquire his/her business after having defected. The scale was called win-back offer worth (WOW) by Tokman, Davis, and Lemon (2007).

Eight, seven-point semantic-differentials are used to measure the degree of functional value a person's believes a particular object (product, process, etc.) has.

This scale has four, five-point Likert-type items that are used to measure the degree to which a consumer places importance on making wise purchase decisions and is willing to put forth extra effort to do it.

Five, five-point Likert-type items are used in this scale to measure the extent to which a consumer shops for low prices by comparing the deals available at stores at the same point in time. Gauri, Sudhir, and Talukdar (2008) referred to this scale as spatial price search propensity to distinguish it from a companion scale they developed and called temporal price search propensity.

Three, five-point Likert-type items are used to measure the degree to which a consumer has little or no motivation to shop and/or look for bargains.

Three, seven-point Likert-type items are used to measure the stated likelihood that a person will engage in external search behaviors before making a purchase decision with regard to some specified product in order to gather price information.

This scale has four, seven-point Likert-type items that measure the degree to which a person is aware of other brands in a product category and believes that at least one of them is as good if not better than a particular brand.

The scale uses three, seven-point Likert-type items to measure the extent to which a consumer eagerly seeks lower than expected prices for products, feels good when they are found, and feels bad when they are not. The scale was called transaction utility by Völckner (2008).

The three, five-point Likert-type items in this scale measure the extent to which a member of a virtual peer-to-peer problem solving (P3) community considers his/her membership to be important and wants to maintain the relationship.