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Testimonial

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

Purchase Intention

The scale is characterized by Likert-like items used to measure the inclination of a consumer to buy a specified good or use a service. The various versions of the scale discussed here employed between two and four items. Most of the studies appear to have used seven-point response scales with the exception of Okechuku and Wang (1988) that used a nine point format. Stafford (1998) modified the statements for use with services and called the scale conative attitude toward the ad

For a semantic-differential scale popularly used to measure purchase intention see Behavioral Intention (General).