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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


A person’s overall attitude about a particular product is measured in this scale with four, nine-point items.

The degree to which a person believes that a particular brand has opposing meanings is measured with six, nine-point items.  While the items might refer to functional or quality aspects of a brand, the scale was created with respect to the identity promoted by a company for a brand.

How much a consumer considers a particular product class to be important and of interest is measured with six, five-point semantic differentials.

A person’s attitude about food made from safe-to-eat ingredients that would otherwise be wasted is measured with ten, seven-point semantic differentials.

How much a person considers a particular brand to have a history as well as being timeless and consistent over time is measured with four, nine-point Likert items.

Three, seven-point items measure how much a consumer values a product after reading a wide range of reviewer opinions about it compared to how much it was valued before being exposed.  As phrased in the items, the opinions come from electronic word-of-mouth (eWOM) such as posted at websites of retailers, manufacturers, and others.

How much a particular brand is considered to be exciting and something the person wants to know more about is measured with four, seven-point Likert-type items.

How much a consumer thinks that a particular product costs a lot of money is measured with four, seven-point Likert items.  Unlike some other measures of product value, this scale does not explicitly measure if the product is a good deal but rather that the product is considered to be valuable.

Using four, ten-point semantic differentials, the scale measures the extent to which a person believes a brand has human-like characteristics such as closeness and sincerity. 

Six, five-point Likert-type items measure how much a child likes a particular product and believes it does what it is expected to do.