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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 preference for organic products, particularly with respect to food, is measured with three items.

Four, ten-point semantic differentials are used to measure the degree to which a person believes something is distinguished and has high status. 

With four, nine-point items, the scale measures how potent and effective a consumer believes a particular brand of household cleaner to be.

This scale has three, nine-point items that measure how effective a consumer believes a particular brand of beverage is in boosting one’s energy.

Six, five-point Likert-type items measure the degree to which a consumer buys products that he/she considers to have status and can be used to impress others.

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.

How much a consumer felt pressure from a product provider to write a review is measured with four, seven-point Likert items. 

Using four, seven-point Likert-type items, the scale measures how much a consumer feels uncomfortable consuming a particular product or brand because it is viewed as symbolizing undeserved privilege.  The scale may make the most sense in contexts which involve luxury goods or services. 

Four, nine-point semantic differentials measure how heavy a consumer would like a particular product to be.

A consumer’s expressed need for a particular product in the upcoming weeks is measured with three, seven-point Likert-type items.