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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

Social Acceptance of Smoking

The scale has five, five point statements and measures the degree to which a person believes that smoking is acceptable and, in fact, is attractive to his/her circle of friends. Given the phrasing of items #4 and #5, the scale is most appropriate for teens. The scale was called severity of social disapproval risks by Pechmann et al. (2003).