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Scale Reviews

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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Risk (Personal)

The scale has three, five-point items that are supposed to measure the probability that a product will not perform as expected for reasons that could be viewed as "personal." (See Origin below for more details.) If one accepts the two component model of perceived risk (e.g., Bauer 1960; Cox 1967), then this scale most heavily taps into the uncertainty component as opposed to the consequences component.