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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

Involvement with Sales

This six-item, seven-point Likert-type scale measures a consumer's tendency to buy the brands that are on sale. This measures a general tendency rather than the likelihood that the behavior occurs for any particular product category. Given this, Lichtenstein and colleagues (1993, 1995, 1997; Burton et al. 1998, 1999) referred to the scale as sale proneness.