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Scale Reviews

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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

New Measures of Consumer Decision-Making

Lots of professionals in various fields study decision-related issues. Certainly, one of the largest groups of researchers is composed of those scholars who focus on consumer behavior.  When it comes to our role as consumers, some decisions are easy to make and some are difficult.  After making decisions, we may feel good about some choices we have made while questioning others.  In studying decision-related processes and selection activity, scholars use a variety of methods.  A huge part of data-collection is conducted with multi-item scales in order to have precise measures of cognitive and emotional constructs.  Multi-item measures of decision-making are used so much that they make up a chunk of the scales in the repository here.  Four of the newer scales are featured now: Decision Comfort, Decision Confidence (Comparative), Decision Conflict, and Decision Goal (Gratification Seeking).  These new measures join ~ 200 other decision-related scales as well as thousands of other measures in the repository that have been used by scholars in advanced consumer research.  To have easy access to all of the scales in the database, use a Day Pass.  (Reviews and descriptions of these four scales can also be found in the newest publication of the Marketing Scales Handbook series).