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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 measures the degree to which a person's moral philosophy assumes that the propriety of actions should be judged on the basis of the context of time, culture, and place rather than some set of universal moral rules.  Ten, five-point Likert-type items composed the scale.

Three, seven-point Likert-type items are purported to measure the degree to which a person subordinates individual goals to those of the group, classmates in particular. The group (rather than the individual) is viewed as the basic unit of survival.

Four seven-point Likert-type statements are used to measure the extent to which a consumer is concerned about air pollution, with an emphasis on the role played by electrical power plants.

This is a six-item, seven-point Likert-type scale measuring the degree to which a person holds views about political and economic issues that are considered to be conservative and tend to preserve the status quo.

This is a three-item, three-point Likert-type scale measuring one's attitude about donating time to a community organization. The measure was referred to as willingness to donate by Yavas and Riecken (1985).

This is a six-item, five-point Likert-type scale measuring a consumer's own sense of materialism as well as that of society in general. The scale was referred to as cultural estrangement by Durand and Lambert (1985).

This three-item, three-point Likert-type scale is used to measure the perceived effect of one's family- and job-related responsibilities on ability to donate time to a community organization. The measure was referred to as family/job demands on time by Yavas and Riecken (1985).