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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 consumer’s likelihood of using a smartphone in a store when searching for product and price information is measured with five, seven-point items.

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.

Three, seven-point items measure a consumer’s likelihood of using a smartphone in a store when searching for information about a particular brand.

Four, ten-point questions measure how likely one is to seek information and support for a particular heath problem.

Composed of four, seven-point items, the scale measures a person’s confidence in his/her ability to eat a healthy diet for a specified time period.

The scale has six items that measure how often a parent (the respondent) actively helps a child to understand the purpose of product ads online and how the information may be misleading.

Four, seven-point items measure the extent to which a consumer is likely to try a product featured in an advertisement and engage in behaviors such as buying the product and recommending it to others.

Three, seven-point items measure how much a person thought about a particular food while engaging in a non-food related activity. 

The scale uses five, nine-point Likert-type items to measure the importance a person places on looking for nutrition information and paying attention to it.

With five, seven-point items, the scale measures how much a person is engaging or would engage in positive behaviors with respect to a particular brand, e.g., loyalty, recommending.