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Scale Reviews

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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Purchase Dissimilarity

A consumer's belief that his/her purchase of a product was not the same as experienced by a friend is measured with three, nine-point Likert-type items.  To be clear, the scale measures the belief that the purchases made by two people of the same type of product were different in some way (unspecified) rather than the products themselves being different, e.g., different prices.