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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

Involvement with the Product's Description

Eight, nine-point semantic differential items are employed to measure the level of interest a person had while reading a product description. In the study by Johar (1995), the product description was in an advertisement. In the study by Chakravarti and Janiszewski (2003) subjects read several product descriptions provided by the authors which were received in text form after clicking on brand names as part of a computer-aided task.