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Scale Reviews

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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

Shopping Guilt

This three-item, five-point, Likert-type summated ratings scale is used to measure the frequency with which a consumer reports experiencing shame or remorse after shopping. The scale was referred to as remorse by O'Guinn and Faber (1989).