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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA


A set of noncomparative cognitions a person has toward a brand of luxury sedan are measured in this scale using six, seven-point Likert-type items.

This scale purports to measure a consumer's overall evaluation of a specified brand/product. Although the uses described here have different sets of items and points on their response scales, they are similar in that they use unipolar adjectives rather than the more common bipolar adjectives as items. Furthermore, a high degree of commonality exists among the items employed in the different studies.

Three, five-point semantic differentials are used to measure a consumer's attitude toward a brand with an emphasis on the perceived status aspects of the product.

A six-item, five-point Likert-type scale is used to measure a consumer's attitude toward business and products in general.

This five-item, six-point, Likert-type scale measures a consumer's attitude about shopping at local stores. It was referred to as negative attitude toward local shopping by Hawes and Lumpkin (1984) because items were scored such that higher scores implied more negative attitudes.

This is a five-item, three-point scale measuring a consumer's satisfaction with the pricing of a specified product.

This is a three-item, five-point semantic differential scale measuring a person's evaluation of a brand of shampoo.

This five-item, five-point Likert-type scale is used to measure a person's opinion of brand name products in general.

Two-item, five-point items are used to measure the recalled number of times a company failed to handle a customer's request in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond about insurance companies.

A 44-item, three-point scale is used to measure a consumer's satisfaction with a specific product.