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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam


Four, seven-point Likert-type items are used in the scale to measure the degree to which a person views self as an “outdoorsy” person and that affects his/her recreation as well as product choices.

This is a three-item, seven-point scale measuring the relative amount of time a person spends on achieving a healthy balance between stress and work on the one hand and rest and relaxation on the other.

Five, six-point Likert-type items are used to measure the degree to which a person describes a behavior of his/hers as not being routine, planned, or anticipated. The behavior investigated by Unger (1981; Unger and Kernan 1983) was subjective leisure.  In the study by Guiry, Mägi, and Lutz (2006) the behavior was recreational shopping.

The scale is composed of five, five-point Likert-type items that measure the degree to which a person views shopping as an essential part of his/her self-concept. The scale was referred to as Recreational Shopper Identity scale by Guiry, Mägi, and Lutz (2006). While scores on the scale were shown to be strongly associated with recreational shopping activity, the items themselves are not specific to recreational shopping.

The extent to which a person views shopping at a specific website as helping provide a sense of leaving his/her normal world for a while is measured with three, seven-point Likert-type statements. Mathwick, Malhotra, and Rigdon (2002) used the scale with reference to a catalog while Mathwick and Rigdon (2004) used it with reference to searching a website for information.

The scale is composed of three, nine-point Likert-type statements that measure the extent of a person's plans to engage in activities related to traveling to a specific vacation destination.

The five-item, five-point scale measures the frequency with which a person watches television as a way of mentally escaping discomforts of life such as boredom, loneliness, and other problems.

Five-point Likert-type statements are used to measure the degree to which a consumer believes shopping at a certain type of store is a pleasant and likable activity to engage in.

This three-item, five point Likert-type scale measure the enjoyment a consumer expresses receiving from the shopping experience. The scale was referred to as emotional lift by O'Guinn and Faber (1989; Faber and O'Guinn 1992). It was called attitude toward shopping by Donthu and Gilliland (1996).

The scale is composed of three, seven-point Likert-type items intended to measure a person's attitude about some specified sporting activity with an emphasis on how it enhances participants' social status.