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Scale Reviews

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This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin


The scale is composed of three, ten-point Likert-type statements that measure the commitment a person has to being a member of a community of brand users and his/her intention to continue being a member.

The scale is composed of three, seven-point Likert-type statements and appears to measure the extent to which a consumer views the prices charged by a specific website for the products it carries to be reasonable. Mathwick, Malhotra, and Rigdon (2002) also used the scale with reference to a catalog.

The scale is composed of semantic differentials that measure a consumer's evaluation of a product. Depending upon the mix of items used, the scale measures some aspects of purchase intention and/or product quality.

The scale is composed of three, seven-point statements that measure the degree to which a person has a positive opinion of a business' loyalty program and is likely to recommend it to others.

Five, seven-point statements are used to measure a person's attitude regarding the sale of an object in his/her possession. The scale makes the most sense to use when the focal object potentially has some symbolic and/or emotional value to the respondent. McGraw, Tetlock, and Kristel (2003) called the scale predicted stress because the items (as shown below) were stated hypothetically. If desired, the sale could be easily adapted to become a more direct measure if the items are stated in the present tense, e.g., "I reject the idea as completely inappropriate."

Three Likert-type statements are used to measure the extent to which a person believes that advertising has value and is important. The items are general enough so that they can refer advertising in general or to advertising in a specific medium. The scale was not, however, developed for use with a specific ad.

The scale is used to measure the degree to which a consumer perceives that a product is a good value for the money given that one knows its price. The measure was referred to as perceived value indicators by Dodds, Monroe, and Grewal (1991).

The scale is composed of six statements measuring the utility resulting from the perceived quality and anticipated performance of a particular brand. One way the scale is distinguished from that of a satisfaction scale is that it could be applied at various stages during the purchase decision process whereas satisfaction is usually measured after the decision.

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.

Six Likert-type statements are used to measure a consumer's opinion of how good a deal is for a certain product at a certain price. The emphasis of several items is that the price is lower than expected given one's knowledge of what is being charged elsewhere.