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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

Complaint Reluctance

Three, seven point Likert-type statements are used to measure the lack of motivation a consumer expresses having to complain to a store or to return a product when it is unsatisfactory. The scale was referred to by Blodgett, Hill, and Tax (1997) as attitude toward complaining.