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Scale Reviews

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This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Non-Search Purchase Tendency

This scale uses three, seven-point, Likert-like items to measure the likelihood that a consumer would forego much if not all methodical prepurchase information search activity and instead make a rather immediate product selection. The measure was referred to by Murray (1985, 1991) as Buy.

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