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Scale Reviews

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This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Low Price Guarantee Trust Violation

Three, seven-point Likert-type items measure a customer's belief that a retailer has done something involving its price guarantee that misled and upset him/her.  Although not stated in the items themselves, the action could have been that the retailer did not end up having the lowest prices or that it did not appropriately refund the customer when lower prices were found elsewhere.