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Scale Reviews

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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Measuring Romance

Do love and romance affect marketing? Yes, according to new research in consumer behavior, they can! Not only can exposure to romantic stimuli affect consumers’ consumption of certain products, but insights regarding types of romantic love can affect managers’ decisions about market segmentation, targeting, and product positioning.  One of the primary tools used by consumer scientists in the study of these relationships is the multi-item scale created using skills from the science of psychometrics.  If you aren't very familiar with that, think of it as techniques for creating and using multi-item scales in surveys and experiments intended to measure thoughts, feelings, traits, etc. more precisely than the typical one-question approach that is typically used in so many questionnaires.  Some new multi-item scales used in the study of romance are featured now at MarketingScales.com and their names are Desirability of the Person, Love for a Partner, Romantic Attachment Style (Anxiety), and Romantic Status.  Reviews of these measures, including a description of their quality and who has used them, are now part of the scales database here and will be featured on the front page for the next few weeks.