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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

Discount Usage (User Stigmatized)

This 23-item, five-point Likert-type scale measures the degree to which a consumer believes that those who use a discount are devalued and discriminated against by store employees, other customers, and others in the users' shopping party.