Scale Reviews

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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.

Dr. Ingmar Leijen

Vrije Universiteit University, Amsterdam

Ad Impressions

This is a four-item, six-point Likert-like scale purported to measure the participants' impressions of the ad.

Key Words

advertising, attitudes, appropriateness, unique, interest

Newest Scale Reviews

Decision Comfort

Five Likert-type items are used to measure the degree to which a person experiences a feeling of... read more »

Decision Confidence (Comparative)

The degree of certainty a person has in the appropriateness of a particular choice in which one... read more »

Decision Conflict

With three, seven-point items, the scale measures how difficult a person believes it would be... read more »

Decision Goal (Gratification Seeking)

The scale is composed of four, seven-point semantic differentials that measure how much a person... read more »

The copyrights for the books sold here as well as the individual scale reviews and the website itself are owned by Dr. Gordon C. Bruner II. They are published and managed by GCBII Productions, LLC. Unless otherwise noted, copyrights of the scales themselves are uncertain. The overwhelming majority of the scales can be used without permission but citations of the original sources or some previous users are expected when reports, papers, or articles are written that refer to the measures. All purchases are final and non-refundable once documents have been purchased and downloaded.

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