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Scale Reviews

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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Choice Difficulty

The three item, nine-point Likert-type scale measures the relative ease a consumer experienced in selecting one product from among several and confidence that the decision could be explained to someone who questioned it. The scale was called justifiability by Heitmann, Lehmann, and Herrmann (2007).