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Scale Reviews

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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

Assertiveness (Consumer)

This is a 15-item, Likert-type scale purported to measure a consumer's expressed tendency to stand up for his/her rights with marketers and their representatives. The scale covers three interaction situations: resisting requests for compliance, requesting information or assistance, and seeking redress. An 11-item version of the scale translated into Dutch was used by Richins (1987).