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Scale Reviews

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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Contribution to Purchase Decision (Initiation Stage)

This four-item, six-point scale is purported to measure the relative influence a consumer perceives to have had on the first stage of the decision process for a recent purchase compared with the total contribution made by the other members of the family living in the home. The scale was apparently used twice by Beatty and Talpade (1994): once for the sample (teens) to evaluate relative contributions in a decision regarding a durable product for teenager use and another time related to a durable product for family use.