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Scale Reviews

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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

Compliance Motivation (Purchase)

A three-item scale is used to measure the degree to which a person expresses the desire to conform to a friend's expectations about a purchase decision. Two of the items had seven-point scales and one had a five-point scale. Bearden, Netemeyer, and Teel (1989) did not explain why they constructed the scale this way.