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Scale Reviews

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The Marketing Scales Handbook is indispensible 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

Attitude Toward the Product/Brand (Hedonic)

A seven-point semantic differential scale is used to measure the pleasure-related aspects of a consumer's attitude toward some specific product. Stayman and Batra (1991) used a four-item version in Study 1 and a six-item version in Study 2.

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