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Scale Reviews

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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Shopping Conservatism

This scale is a three-item, seven-point, Likert-type measure assessing a consumer's tendency to purchase just what he/she needs regardless of whether or not products are on sale. The scale was referred to as marginal utility by Lichtenstein, Netemeyer, and Burton (1990)