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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA


A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

The degree to which a person believes that an attitude, behavior, or object is acceptable and correct based on an apparent consensus of opinion or behavior is measured with five, seven-point items.

The scale has three, five-point Likert-type items that measure the degree to which a consumer believes that using a particular good or service would be easier and allow greater flexibility than the currently used product.

The scale has three, five-point Likert-type items which measure a consumer’s objections to having a product installed on his/her house.  The objections have to do with the effort involved with the installation process and making the product fit the house’s existing structure.  

With four, five-point Likert-type statements, the scale measures a consumer’s belief that other consumers come to him/her for product-related advice and are positively influenced by it. Since two of the items include the word “new” it also suggests that this scale taps into a facet of innovativeness as well as the person’s general ability to influence product-related opinions and behaviors.

The degree to which a consumer describes him/herself as a technology pioneer and opinion leader is measured in this scale using seven Likert-type items.

A person's interest in as well as generation and promotion of new and different ways to satisfy needs within some domain (e.g., product category) is measured in this scale with five, seven-point Likert-type items.

A person's belief about the perceived market share for a certain product is measured in this scale with three, six-point items.

Three, five-point items are used to measure the degree to which a child views him/herself as an opinion leader for friends in some product category and does so by being a source of information and influence.

Using six, five-point items, this scale measures the degree to which a child is involved with a product category such that he/she imagines and creates new "products" as well as adopting commercially produced versions well before other children when they become available.