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Scale Reviews

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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

Uncertainty of the Purchase Decision

Six statements with seven-point response formats are used to measure the extent to which a consumer had relevant information when making a decision. The items seem to be especially appropriate when referring to the level of information one had prior to external search activity. This is probably why Urbany, Dickson, Wilkie (1989) referred to the scale as pre-search uncertainty.