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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


Three items measure the level of doubt and uncertainty a consumer has with the veracity of some stimulus. In the study by Babin, Boles, and Darden (1995), the stimulus being evaluated was a car salesperson as described in some text.  In the study by Taylor, Halstead, and Haynes (2010), the focus was on the "marketer" who supposedly had placed a certain ad in a telephone directory.

This scale uses three, seven-point Likert-type items to measure a customer’s belief that the seller is taking into account the buyer's task-related needs to help him/her complete a given task.

The scale assesses the extent to which a consumer is wary that a store is gathering his/her personal information and using it for business purposes.  The scale was used by Demoulin and Zidda (2009) with respect to a loyalty card issued by a store, thus, they referred to the measure as perceived risk associated with the new loyalty card.

The scale has three, seven-point Likert-type items that are used to measure the degree to which a customer believes a company has done something unexpected that has damaged their relationship.

Five, seven-point Likert-type items are used to measure the degree to which a buyer believes that a particular seller is dependable and sincere in its customer-related activities.

The degree to which a person believes a company claims to be something that it is not is measured in this scale using six, seven-point Likert-type items.  Although the scale was developed for use with a business, the items seem to be amenable for us with other entities such as government or non-profit organizations.

This scale is composed of four, seven-point Likert-type statements intended to measure a person's opinion of an endorser's honesty and dependability.

This is a three-item, five-point Likert-type scale that is intended to measure the degree to which a person thinks a specified hospital where he/she has been a patient was accurate in its billing for the services provided.

This scale has six, five-point Likert-type items that are intended to measure the degree to which a person thinks the discharge process he/she experienced upon being released after a hospital stay was handled well by the hospital staff.

This scale is a seven-item, seven-point measure of the amount of confidence a consumer has in "personal independent" sources (relative or friend) as well as "personal advocate" sources (store manager or employee).