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Scale Reviews

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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation


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 scale has three, seven-point Likert-type items that measure how much a customer’s reason for paying the amount he/she did for a product was to save money. 

Three, five-point Likert-type items are used to measure a person’s interest in trying a particular product and could imagine buying it.

The scale uses five items to measure the likelihood that a person will engage in behaviors related to supporting a particular athletic team. 

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.