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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


The scale measures a mixture of values, attitudes, and behaviors that indicate the degree to which a person treats health as more important than gratifying one's desires or vice versa.  Four, six-point semantic differentials compose the scale.

Six statements are used in this scale to measure a person's belief that companies should not send jobs to other countries and it is the government's responsibility to make sure it does not happen.

The degree to which a person has a favorable attitude regarding male homosexuality is measured in this scale with four, seven-point Likert-type items.

The degree to which a person believes that fate determines outcomes in life (external locus of control) verses self (internal locus of control) is measured in this scale using six, seven-point items. 

The scale uses five, seven-point Likert-type items to measure the extent to which a person views males and females as equal in terms of social roles and emotional capacity (caring, ambition, and aggressiveness).

The scale uses five, seven-point Likert-type items to measure a person's view of self as part of one or more in-groups and the willingness to defer to the goals of those groups over his/her own personal goals.

The degree to which a person values planning, perseverance, and a future orientation is measured with five, seven-point Likert-type items.

Using five, seven-point Likert-type items, this scale measures a person's reluctance to engage in behaviors that appear to be risky.

The scale is composed of four, seven-point Likert-type items that measure the degree to which a person accepts differences in social status among people in a society as normal.

The scale measures a consumer’s belief in personal reincarnation and that the universe itself is in a continual cycle.