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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


How much a consumer believes that a particular product he/she purchased was not identifiable to others nor did it draw attention.  For the scale to make sense, it probably should be used with respect to a retail store in which one’s shopping activity could be witnessed by others.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes the way an event is sponsored will increase his/her interest in the event and the likelihood of attending it.

Four, five-point items are used in this scale to measure an adolescent’s belief about what his/her parents would say if they did not want him/her to watch television, movies, or video games that contained too much violence.  Specifically, this belief is a characterized by the parents “restricting” the time the child spends with the unacceptable media content and providing rationale in which the perspective of the adolescent is taken seriously.

Four, seven-point semantic differentials are used to measure one's belief that he/she was being observed in a particular situation.

Four, four-point items are used to measure the extent to which a person watches, attends, and enjoys a particular sport.

Five Likert-type statements measure the relative degree to which a person focuses on programs when watching television or, instead, pays attention to something else.

Six, seven-point Likert-type statements measure the relative level of television programming a person admits to viewing on a general basis.

The scale has three, seven-point statements that are intended to measure the extent to which a person was motivated to watch some ads during the commercial break of a certain program. Unlike some other measures of attention, this one focuses on the motivation to watch commercials in general during a certain show rather than one´s attention to a particular ad.

The scale is composed of seven, five-point Likert-type items intended to measure the extent to which a person believes that parents should control what their children watch on television. In the studies by Walsh, Laczniak, and Carlson (1998; Carlson, Laczniak, and Walsh 2001) the scale was responded to by mothers but it appears to be amenable for use with other types of respondents as well.

Nine, four-point statements are used to measure how much a child believes his/her mother controls his/her TV viewing in various specific ways.