You are here

Scale Reviews

Find reliable measures for use in your research. Search Now


The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


 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 How Much Consumers' Think is "Right" to Eat

While consumer behavior scholars do not pretend to be nutritionists, there have been many more studies than you might imagine in recent decades by the former dealing with eating-related attitudes and behaviors.  When you think about it, however, that shouldn't be viewed as strange because one of the most basic kinds of consumer behavior is the consumption of food.  The hundreds of food-related measures I have reviewed over the years aren't just about how much a person likes a food (though there are plenty of those) but they deal with deeper issues such as the ones featured this week at  The measures address questions about appropriate food portions and how much sights and smells affect one's desire to eat.  The names of these scales are Consumption Closure, Eating Behavior (External Stimuli Motivation), Hunger Satiation Expectation, and Sensory Pleasure Expectation (Food Portion).  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 here at the site.

Scales Library Reaches Another Milestone!

The library database here at now contains over 3,800 reviews of multi-item scales.  This is a unique database; nothing like this exists in academia or industry with respect to measures with known reliability for use in consumer behavior research.  The majority of the scales in the database have been reported in at least one of the nine published volumes of the Marketing Scales Handbook series but there are a growing number of new scales that are being added almost every week that have not been in any of the books.  (They are expected to be in Volume 10 when it is finished in 2019.)  Further, even though Volumes 1 to 4 are no longer available, reviews of the scales they had which dealt with consumer research are available in the database.  Finally, the reviews published in all previous volumes are updated in the database as significant new information becomes available.

The bottom line is that, as useful as any one volume in the series can be, only the library contains all of the scales and has the most up-to-date information.

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).