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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

Attitude Toward the Product (Goal Achievement)

The scale is composed of four, five-point Likert-type statements measuring the degree to which a person views a product (generic) or brand (specific) as helping to achieve desirable outcomes and life goals. The underlying construct has been alternatively referred to as the approach goal (Carver and Scheier 1990) or a promotion focus (Higgins 1997).