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Scale Reviews

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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 consumer's confidence in his/her ability to buy the brand that will lead to satisfying reactions from friends and neighbors is measured using five Likert-type statements.

The scale is composed of ten Likert-like statements used to measure a person's confidence in his/her mental abilities. This measure attempts to focus on the cognitive dimension of general self-confidence rather than the social skills component.

The scale is composed of six, seven-point Likert-type statements measuring the degree of confidence a consumer has in his/her ability to shop for clothing and accessories.

The scale is composed of three, seven-point semantic differentials measuring the degree to which a person feels certain about something. As used by Urbany et al. (1997), confidence was assessed by respondents with respect to judgments they made of product quality. Similarly, Zhang and Budda (1999) examined the confidence respondents had in their perceptions of product performance.

The scale measures a consumer's opinion about the skill he/she has to choose the "best buy" from among alternatives in the same product category. The scale was referred to as product-specific self-confidence by Bearden, Hardesty, and Rose (2001).

The scale is composed of five questions that are purported to measure a person's sense of the extent to which certain professions are part of the workforce. These particular occupations are specified due to being highlighted in prime-time TV shows and could be perceived as a larger proportion of the population than they really are.

The scale is a three-item, seven-point global self-reported measure of one's perceived understanding of nutrition.

The sale is composed of fifteen objective statements intended to measure one's understanding of some basic information about human nutrition. All statements had five possible answers with the fifth always being Don't Know. The instrument was called Nutrition Information Questionnaire by Andrews, Netemeyer, and Burton (1998).

The scale is composed of three, seven-point items measuring the degree to which a consumer considers him/herself to be knowledgeable and experienced compared to others as it regards various types of products within a category.

The scale is composed of five, seven-point items measuring a person's familiarity and experience with a good or service. As used by Roehm and Sternthal (2001), the scale measured knowledge of a particular brand, however, the items seem to be amenable for use with a product class as well.