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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 Urgency

The scale measures the extent to which a consumer believes the availability of an advertised product is limited (quantity or time) and is motivated to purchase one before others do.  Three, seven-point Likert-type items compose the scale.  Aggarwal, Jun, and Huh (2011) referred to the measure as consumer competition.