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Scale Reviews

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Dr. Emanuel Said
Lecturer in Marketing, University of Malta


A consumer’s attitude about the sophistication and exclusiveness of a particular brand is measured using eight, seven-point Likert-type items.

A person’s feeling of uniqueness and status (though not necessarily superiority) is measured in the scale with three, nine-point items.

The degree to which a person believes a deal that has been offered to him/her was limited to just a few customers and not widely available to other customers is measured with four, nine-point semantic differentials.

The scale uses three, nine-point semantic differentials to measure how much a person believes he/she deserves a special offer (sales promotion) made by a business rather than it being unwarranted.

The three, seven-point Likert-type items composing the scale are intended to measure an aspect of one's relationship with a brand that is akin to love.

A three-item, five-point Likert-type scale measures the degree to which a consumer believes that a discount is to be used only by those of a specified age group (e.g., senior citizens). The scale was referred to by Tepper (1994) as age segmentation cue manipulation check.