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Scale Reviews

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Testimonial

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.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Innovativeness (Shopping)

This is a ten-item, seven-point Likert-type scale measuring the degree to which a person reports him/herself to be interested in trying a variety of marketing-entities things such as new stores, restaurants, and brands.