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Scale Reviews

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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Shopping Value (Utilitarian)

The scale is a four-item, five-point Likert-type measure of the degree to which a consumer agrees that a recent shopping trip allowed him/her to accomplish what was wanted (purchase of the items sought). The scale is supposed to tap into the view that shopping is primarily a means to an end (obtaining goods and services) rather than being enjoyed as an end in itself.