You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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


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.

A consumer’s willingness to consider buying a particular product and recommending it to others is measured in this scale with three, nine-point items.  Given the phrasing of one of the items, the implication is that the consumer has tried out the product before responding to the scale.

The care and attention used by a person when making a particular choice among alternatives is measured with three, seven-point items.

A consumer’s desire to try a particular product and know where it is available is measured with three, seven-point Likert items.

A consumer’s ability to have figured out how to reconcile the apparent inconsistency in a particular brand’s image is measured with three, nine-point items.

Three, seven-point items measure the degree to which a person engages in behaviors to restrict what he/she eats, especially as it pertains to limiting the calorie content consumed. 

With twelve, seven-point Likert-type items, the scale measures a person’s tendency to engage in financial behavior expected to be disapproved of by his/her spouse or romantic partner and intentionally not informing them.

A person’s willingness and expressed likelihood of donating to a particular charity or cause is measured with three, seven-point semantic-differential items.

The scale uses three, seven-point Likert-type items to measure how much a person purchases products and particular brands that are viewed as “genuine” in order to signal to others his/her autonomy and integrity.

The degree to which an investor’s risk judgments are based on fluctuations in data values from one point in time to the next are measured with four, seven-point Likert items.