Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Discount Calculation Ease
This scale uses four, seven-point Likert-type items to measure how easily a shopper is able to use the necessary math to compute a discount offered by a retailer. The scale makes sense to use when a discount is not explicit but rather must be calculated by the consumer by using the information provided, e.g., regular price and sale price.
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