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Scale Reviews

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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Riskiness of the Purchase

The scale is composed of four, seven-point Likert-type statements measuring the degree to which a consumer believes that purchase of a product featured in an ad he/she has been exposed to would be risky.