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Scale Reviews

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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation


 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. 

New Measures of Charity-related Attitudes

Look up the history as well as the meaning of the word charity.  Examples can be found of the behavior thousands of years ago.  A prime example, and possibly the earliest, is tithing by the ancient Hebrews.  It may be no surprise then that by the time of the first Christians (Jews), their teachings and activities emphasized giving.  In fact, the iconic phrase "it is better to give than receive" is attributed to Jesus and the term "charity" is etymologically linked to Christianity. Over the next two millennia, attitudes and behaviors regarding charity spread and became more common to the point that in modern times it isn't only broad groups of people around the world who are charitable but many businesses and non-profit organizations are too.  The point is that, though there are cross-national differences in charitable giving, it and related behaviors such as benevolence and philanthropy are much more common than in centuries past.  Likewise, it has also become more common for scholars of consumer behavior to study the acts and attitudes related to charitability.  Given that, four of the newer scales used in that research are being featured here now.  Their names are Attitude Toward the Charity’s Financial Needs, Charitability (General), Donation Effort, and Donation Likelihood.  The reviews of these new measures now join dozens of other charity-related scales as well as 4,200+ other scales in the Marketing Scales database that have been used by scholars in studies of consumer behavior.        

Marketing Scales Pet-Peeve #33

When scholars say they used a multi-item scale in their study, do they always describe the measure by providing its items, stating what construct the scale is supposed to measure, and defining the construct? Unfortunately, not.  See Scale-Related Pet-Peeve #33 at

The Scales Database Reaches Another Milestone!

There are now over 4,200 scale reviews available in the database here at the site!  This growth is due to the work on new scales that began to be reviewed in the Spring following the publication of Volume 10.  Although it will be 2 years or more before the next volume is published, the new scales will be regularly added to the database.  At this point, the new reviews are focused on scales reported in articles published in 2018.  The point is that if you have not found something appropriate for your research needs in past searches of the database, please search again as more scales are added.