Scale Reviews

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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.

Krista Holt

Senior Director, Research & Design, Vital Findings

Personal Source Confidence

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).

Key Words

knowledge, confidence, advice, trust, source, influence

Newest Scale Reviews

Ethnicity of the Person in the Ad

Using three, seven-point items, the scale measures the extent to which a viewer believes that a... read more »

Digestion Capability

The belief that one’s body can easily digest the foods he/she eats is measured with three... read more »

Smartphone In-Store Usage for Product Information

A consumer’s likelihood of using a smartphone in a store when searching for product and... read more »

Anticipated Spousal Disapproval

Three, seven-point items measure how much a person expects that his/her spouse would disagree if... read more »

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