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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 degree of importance a person places on being skinny and attractive is measured with three, seven-point items.

The scale has eight, seven-point Likert-type items that are intended to measure a person's belief in either the stability of body type (entity theory) or their ability to change basic body characteristics (incremental theory).  To be clear, beliefs about the nature of human bodies in general are measured by this scale rather than what people think about a particular person’s body.

The extent to which a person believes that an object weighs little is measured in this scale with three, seven-point Likert-type items.

Nine items are used to measure how much a person engages in eating-related behaviors meant to control one’s weight.

The extent to which people regulate their food intake to maintain or lose weight is measured with ten items.

The perceived size of a person's body is measured in this scale using three, seven-point semantic differentials.  Given the phrasing of one of the items, the description is relative in that the body being described is compared to another body such as the respondent's.

The perceived heaviness of an object is measured in this scale using three, nine-point bi-polar adjectives.

A four-item, seven-point semantic differential scale is used to measure how a person feels about attempting to lose weight during the upcoming week.

The scale is composed of three, seven-point Likert-type statements that measure the anticipated strength and power of a tool based on tactile sensations. The tool examined by Luo, Kannan, and Ratchford (2008) was a handheld power tool.

The degree to which a person expresses satisfaction with a weight loss program he/she is involved with is measured with this eight item, seven-point Likert-type scale.