You are here

Scale Reviews

Find reliable measures for use in your research. Search Now

Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

Retaliatory Behavior (Revenge)

With five, seven-point Likert-type items, this scale measures a person's motivation to engage in activities that are expected to hurt the business which the  respondent believes is responsible for some sort of damage.  The scale has also be referred to as desire for revenge and desire for retaliation.