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Bob Moritz
Marshfield Clinic Research Foundation

venturesomeness

A consumer’s enjoyment of shopping for a variety of related reasons (adventure, novelty, curiosity) is measured with five, five-point Likert-type items.

Five, seven-point Likert-type items compose the scale and measure one’s tendency to make decisions and to buy impulsively with regard to a specific good or service.

A consumer’s general tendency to make purchases without planning and control is measured with six items.

How much a person expects that some particular experiences would provide the opportunity to explore what is new in a product category is measured with three, nine-point items.  The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.

The ten, seven-point Likert-type items in this scale measure the degree of interest a consumer has in knowing about new high-tech products as well as the desire to be among the first to buy them.

Six personality characteristics stereotypically associated with men are used in this scale to describe a brand.

The degree to which a person expresses a desire to avoid taking risks is measured in this three-item Likert-type scale.

This four-item, six-point Likert-type scale is supposed to measure the degree to which a person views a specified activity or experience as being novel and arousing curiosity. This scale was called arousal by Unger (1981; Unger and Kernan 1983) and the activity investigated was subjective leisure. In the study by Guiry, Mägi, and Lutz (2006) the activity was recreational shopping.

This four-item, six-point Likert-type scale is supposed to measure the degree to which a person feels he/she has been challenged but prevailed in a situation.

Five, five-point Likert-type items are used in this scale to measure the degree to which a person expresses interests and motivations that indicate he/she is open and interested when processing information and experiences related to other cultures.