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Scale Reviews

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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Risk Averseness

The scale is composed of four, seven-point Likert-type statements that measure a consumer's thoughts about the degree to which he/she avoids taking risks in life.