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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


How unique and noticed a person believes he/she would feel with a certain product is measured with three, seven-point items.

The scale has three, nine-point Likert-type items that measure a person’s belief that others are thankful for him/her.  The reason for the gratitude is unstated.

Four, seven-point Likert-type items are used in the scale to measure the degree to which a person tends to be aware of and to understand his/her emotions.

Five, nine-point statements are used to assess the value placed by a person on an attainment of social status as well as control over other people and resources.

A person's familiarity with a specified object is measured in this scale with three, seven-point semantic differentials. The objects being assessed by Becker-Olson (2003) were company names whereas Simonin and Ruth (1998) used it with brand names.

Three, seven-point semantic differentials are used to measure a person's awareness and recognition of some specific object. In the study by Roehm (2001), the focal object was a portion of a song used as background music in a mock radio advertisement.

The scale is composed of six, five-point Likert-type statements measuring brand associations with an emphasis on the consumer's awareness of the brand and the extent to which it stands out in his/her own mind.