You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

trust

This six item, seven-point Likert-type scale measures the degree to which a person believes that another person who is providing information and advice is benevolent and honest. As used by Grayson, Johnson, and Chen (2008), the other person was a financial adviser.

The scale has six, five-point Likert-type items and measures the degree to which a person believes that a website has e-commerce skills, particularly in managing online transactions. The scale was called ability (trusting beliefs) by Schlosser, White, and Lloyd (2006).

Four, ten-point semantic differentials are used to assess the degree to which a customer believes a business is reliable and capable.

The scale is composed of five, five-point Likert-type items that measure the degree to which a business has the customer's best interest at heart.

The scale has three, seven-point statements that measure the extent to which one states being able to depend on something. The object of trust appears like it can be a person, brand, or organization. In the case of Thomson (2006), trust was related to a "human brand" such as a celebrity.

Six, seven-point Likert-type items are used in this scale to measure the degree to which a person believes that government agencies and officials are benevolent and honest with respect to the way a specified activity is regulated. Grayson, Johnson, and Chen (2008) referred to this measure as system trust-government.

Five, five-point Likert-type items measure the degree to which a person believes that a business has professional standards that guide its activities and which the person likes.

Seven, seven-point Likert-type items are used to measure the degree to which a person believes that an advertisement contains price information that is not correct and, in fact, the retailer is intentionally trying to deceive consumers.

The scale is composed of seven items with a five-point response format that measure a person's beliefs about the quality of maintenance and repair provided by a service provider.

Six, seven-point items are used to measure the degree to which a person views an organization as engaging in an activity out of self interest rather than for the public's interests. As used by Simmons and Becker-Olsen (2006), the scale compared what people thought about a nonprofit cause vs. its corporate sponsor announcing the relationship between the two.