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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


How much a person wants something rewarding as soon as possible is measured in this scale with ten, seven-point Likert-type items.

The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.

Seven, seven-point items are used to measure how much a consumer engaged in spending behaviors during a trip such as impulse buying and poor decision-making due to insufficient planning and not sticking to a budget.

Five, seven-point Likert-type items compose the scale and measure one’s tendency to make decisions and to buy impulsively with regard to a specific good or service.

A consumer’s general tendency to make purchases without planning and control is measured with six items.

The extent to which a person is open to immediately going to a store and consuming a particular snack food if given the chance is measured with three, nine-point Likert-type items.  The measure has three, nine-point Likert-type items.  Given the phrasing of one of the items, the scale is most appropriate for those snack foods sold in a store rather than a vending machine.

The degree to which a consumer monitors his/her spending-related thoughts and regulates purchase decisions using self-imposed standards is measured using ten, seven-point Likert-type items.

The degree to which a person relies on feeling and intuition to make decisions and judgments is measured using five items.

Using three, seven-point items, the scale measures the probability that a customer will buy something at a particular website right after having looked at some of its pages.

The degree to which a person was motivated to consume a particular food item as soon as it was seen is measured in this scale using four, nine-point Likert-type items.