Scale Reviews

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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!

Tom Prinsen, Ph.D.

Global Manager Market Intelligence, Biomet Orthope

Need for Cognitive Closure

The scale is composed of forty-two, six-point Likert-type statements that assess the extent to which a person expresses a need for definite answers rather than ambiguity.

Key Words

personality, closure, consistency, dissonance, certainty, rules

Newest Scale Reviews

Affective Response to the Brand (Evoking Nature)

Three, seven-point Likert-type items measure the degree to which a consumer feels that a... read more »

Attachment to the Branded Product

The scale measures a consumer’s strong emotional bond with a particular branded good (not... read more »

Attitude Toward the Family Brand

How much a consumer has positive beliefs about the multiple products that share the same... read more »

Congruence (Self with Brand)

Three, seven-point items measure how much a consumer identifies with a brand and feels connected... read more »

The copyrights for the books sold here as well as the individual scale reviews and the website itself are owned by Dr. Gordon C. Bruner II. They are published and managed by GCBII Productions, LLC. Unless otherwise noted, copyrights of the scales themselves are uncertain. The overwhelming majority of the scales can be used without permission but citations of the original sources or some previous users are expected when reports, papers, or articles are written that refer to the measures. All purchases are final and non-refundable once documents have been purchased and downloaded.

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