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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


The scale is composed of three, seven-point Likert-type statements measuring the degree to which a consumer has a positive attitude toward the company that makes a product featured in an ad the consumer has been exposed to. The emphasis is on the high regard and respect felt by the consumer toward the manufacturer, thus, the scale was called manufacturer esteem by Dean (1999). It was referred to more generally by Dean and Biswas (2001) as attitude toward the manufacturer.

Seven, nine point semantic differential items are used to measure a person's attitude towards the advertiser of a product with an emphasis on the degree to which the advertiser is viewed as being honest in what is communicated about the product.

The scale is composed of ten, seven-point, bi-polar adjectives measuring a person's attitude about a specific advertisement with an emphasis on the credibility and likelihood of it being true. An abbreviated, three-item version of the scale was used by Kukar-Kinney and Walters (2003).

The nine item, five-point Likert-type scale measures a consumer's general disbelief of advertising claims. It is not intended to be specific to any one medium but, instead, to be a consumer's view of how the marketplace as a whole operates.

The scale is composed of three, five-point items measuring the importance of certain attributes of a celebrity if he/she is to be used as an endorser in an ad. The attributes in this scale have to do with the celebrity's risk of being controversial and his/her trustworthiness.

The scale is composed of three, six-point Likert-type statements used to assess a person's opinion of advertising in general with an emphasis on the extent of its unbelievability.

Three, five-point Likert-type statements are used to measure the degree which a person believes that advertising in general is plausible and convincing. The items are general enough so that they can refer advertising in general or to advertising on a specific medium. The scale was not, however, developed for use with a specific ad.

The scale is used to measure the degree to which a customer believes that an organization is honest and can be counted on. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.  Four, five-point Likert-type items compose the scale.

The three-item, five-point scale measures the extent to which one person believes that another person "knows best" in a certain situation. Due to the phrasing of the items and the context in which it was developed, the focus of the scale is on the perceived trust a client has in a specific service provider. The type of service provider studied by Price and Arnould (1999) was a hairstylist.

The scale is composed of four, seven-point Likert-type statements measuring the degree of confidence a consumer has in a certain brand and the belief that it can be counted on to do what it is supposed to do.