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Scale Reviews

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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

Riskiness of the Purchase

The scale uses six, seven-point items to measure the probability that a consumer perceives the purchase of a specified product to be associated with a mixture of six types of losses.