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Scale Reviews

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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

Source Likeability

A three-item, seven-point semantic differential is used to measure a consumer's liking of the source of information about a particular product. As used by Tripp, Jensen, and Carlson (1994), the scale specifically measured the likeability of a celebrity endorser of a product in a mock magazine ad.