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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 person's belief that personalized advertising has benefits such as being treated as an individual and receiving relevant information is measured in this scale with five, seven-point Likert-type items.

A three-item, five-point Likert-type scale is used to measure the degree to which a teenager describes the media as having a major influence on what he/she buys.

The scale is composed of Likert-type statements measuring the degree to which a person expresses an awareness of self as a social object with an effect on others.

Using three, seven-point Likert-type items, the scale measures the degree to which a person would refrain from providing personal information at a particular website or not use it at all.

The scale uses three, seven-point semantic differentials to measure the degree to which an object is viewed as being personal and friendly rather than distant and impersonal. The scale was called belongingness by Krishna and Ahluwalia (2008) and was used with reference to a slogan.

A nine-item, six-point Likert scale is used to measure a consumer's attitude toward an ad with an emphasis on the extent to which he/she relates to it personally.

This is a seven item, seven-point scale that attempts to measure a person's attitude about a website's interactivity with the emphasis on a dimension having to do with the site's ability to provide synchronous, two-way flow of information.

This three item, seven-point Likert-type scale attempts to measure the degree to which a person believes that a website is interactive, with an emphasis on its capability to provide two-way flow of information and keep the user's attention.

Three, seven-point Likert-type statements are used to measure the importance a consumer places on interacting with a real employee (as opposed to a machine) when receiving service.

Five, seven-point, Likert-type statements are purported to measure the extent to which a person processes information received in an ad by relating it to aspects of his- or herself (own personal experiences).