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This website has truly been a welcome gift! The day pass is extremely affordable & the site is so user friendly to navigate. It provides a wealth of information including, the source, validity, & references for my doctorate research project. I highly recommend this to anyone as it is truly an invaluable research tool!
Suzanne Cromlish, PhD
Saint Xavier University, Chicago


 Want to know what is going on at Marketing Scales?  Read below about the newest books that have been published and other news of interest. 

Measuring the Dark Side of Shopping

Predicting the death of retail shopping in brick-and-mortar stores is so misleading.  There are many benefits that consumers receive from being able to shop in a store vs. buying online such as making a social event of shopping with others, the ability to examine products close-up before making purchase decisions, and not having to wait for products to be delivered.  But, admittedly, there are negatives that sometimes come with shopping in physical stores.  Scholars have dug deep into these issues in recent years using multi-item scales in order to precisely measure a number of things that reveal the "dark side" of shopping for consumers.  Dozens of these scales are available here.  The common thread of the measures being featured now seems to be stress.  The names of these measures are Product Choice Overload in the Store, Shopping Stress, Store Design (Cramped), and Wait Time in the Store.  Brief descriptions of these new measures are provided on the front page.  Full reviews, including the items and other important information, have now been added to the Marketing Scales database.

Scales Database Reaches Another Milestone!

A major milestone was achieved at this website today.  First, here is a bit of background.  The first reviews were written in 1990 and about two years later, the first volume of the series was published.  It wasn't until 2011, however, that the reviews up to Volume 4 were put online (about 1,300 of them).  Since then, another 2700 have been added.  Yes, as of today, there are over 4,000 in the database!  The bottom line is that is by far, the largest online source of multi-item scales that have been used in studies by the world's top scholars of consumer behavior.  Build on the work of the experts!

New Book Released!

Volume 9 of the Marketing Scales Handbook series has been published!  If you are familiar with any of the past volumes, this book is generally similar in scope but the material is completely new.  None of the scales in Volume 9 were reviewed in the previous books.  Volume 9 has reviews of 433 scales, more than any book since Volume 6.   In terms of coverage, there are scales related to typical topics such as brands, advertising, stores, purchasing, and pricing.  Additionally, there are new scales for some "smaller" topics that were less covered (if at all) in the previous books such as environmentalism, service dominant orientations, symbolic embeddedness, word-of-mouth activity, switching costs, product installations, place attachment, interactions with employees, and sports.  If you are interested, read more about Volume 9 and download the free sample.

For purchases by individuals, Volume 9 is only available as a paperback.  Initially, it will only be available from or (the printing company).