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Scale Reviews

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The Marketing Scales Handbook is indispensable 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

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.