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 (Performance)

The scale is composed of six, seven-point Likert-type statements that measure the degree to which a person perceives there to be risk in buying a certain product due to doubt that it will satisfactorily perform the tasks for which it is intended.

Key Words

attitudes, risk, consequences, performance, wrong, certainty

Newest Scale Reviews

Brand Concept Fluency

With four, nine-point Likert-type items, this scale measures a person’s belief that he/she... read more »

Brand Forgiveness

Four, nine-point Likert-type items are used to measure the extent to which a consumer would buy... read more »

Brand Preference Compatibility With Partner

The degree of compatibility a person believes he/she has with a “partner” regarding... read more »

Fit (Brand-Brand)

How well two brands are considered to be compatible and a good fit for co-branding a product or... read more »

The copyrights for the books sold here as well as the individual scale reviews and the website itself are owned by Dr. Gordon C. Bruner II. They are published and managed by GCBII Productions, LLC. Unless otherwise noted, copyrights of the scales themselves are uncertain. The overwhelming majority of the scales can be used without permission but citations of the original sources or some previous users are expected when reports, papers, or articles are written that refer to the measures. All purchases are final and non-refundable once documents have been purchased and downloaded.

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