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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

Price Guarantee (Inferred Retailer's Motive)

The scale is composed of three statements that measure a customer's opinion regarding the reason why a retailer offers a low-price guarantee. In particular, the scale measures the degree to which a consumer believes the low-price guarantee is offered in order serve its own financial interests rather than to be customer-oriented.