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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings


With four Likert-type statements, the scale measures how easy a consumer believes it was to compare the healthiness of some similar products by using the information available on their packages.

The scale uses three, seven-point Likert-type items to measure how much a consumer believes that a set of brands they were exposed to seem to have been intentionally made to resemble each other.  While the sentences do not explicitly refer to the similarity of brands’ packaging or some other visual attribute, that is the implication.

Four, seven-point items are used to measure a person’s attitude about the usefulness of the third-party label on a package that attests to some aspect of the product’s quality.

The level of trust a person has in a third party label on a package and the party sponsoring it that attests to an aspect of the product’s quality is measured using six, seven-point Likert-type items.

A person’s attitude about a particular third-party that sponsors certification seals that attest to environmentally-related product attributes is measured using five, seven-point semantic differentials.

The scale is composed of four, seven-point Likert-type items that are intended to measure the degree to which a person believes that companies should noticeably position warning-related information in print ads rather than burying it where it is less likely to be seen. The scale was referred to as responsible advertising by Torres, Sierra, and Heiser (2007).

This four item, seven-point Likert-type scale measures a consumer's attitude toward nutrition information on package food products. The scale appears to assess the cognitive (items #1 and #3) and behavioral (items #2 and #4) components of an attitude but not the affective component. The scale was referred to as motivation to process nutrition information by Balasubramanian and Cole (2002).

It is a three-item, seven-point scale measuring the degree to which people say they are interested and do things which indicate concern about nutritional information on food packaging. The scale was referred to as enduring motivation to process by Moorman (1990) and motivation to process nutrition information by Burton, Garretson, and Velliquette (1999).

The scale is composed of four, seven-point Likert-type statements measuring the extent to which a person spends time and effort reading nutritional information from sources such as food labels, advertisements, books, and magazines.

The scale is composed of five, seven-point Likert-type statements measuring the desire of a person to receive and process nutritional information about food products.