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Testimonial

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

protection

With five items, the scale measures a person’s sensitivity to the threat of illness and the transmission of disease with respect to a variety of specific objects and situations. 

Twelve items measure the degree to which a person considers a wide variety of specific objects and situations to be repugnant, particularly if they are viewed as threatening one’s health.

How much a customer trusts that an online retailer is protecting his/her personal information is measured using three, five-point items.

Composed of five, seven-point items, the scale measures how unprotected and unprepared a person feels with respect to the threats coming from the “world” around him/her.

Four, eight-point items measure the importance a person places on protecting the ecosystem and living in harmony with it.

Five, seven-point Likert-type items are used measure the degree to which a person reports that an ad made him/her feel exposed and unsafe.

The scale uses three, seven-point Likert-type items to measure the importance placed on securing and strengthening one's future position in a group.

The degree to which a person is more nature-centered in his/her system of values, as opposed to human-centered, is measured using three, seven-point Likert-type items.

How much a person values caring for the environment and believes in making environmentally responsible decisions is measured with four, seven-point questions.

The level of pro-environment activism a person reports being part of is measured with three, seven-point Likert-type items.