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Scale Reviews

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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

Attitude Toward the Innovation

This eleven item, seven-point scale measures the attitude a consumer has toward a specific new product. The scale is broad enough to tap not only into what a person thinks about a specified product, but also how it is thought others might respond to it. The scale was referred to as attractiveness of innovation.