Marketing & Consumer Research Scales
2006 validated scales across 13 research domains
Validated multi-item scales for marketing and consumer research, covering the full range of constructs studied in the field, from consumer decision making, attitudes and emotion through to branding, advertising effectiveness, service quality, retailing, pricing, digital marketing and B2B relationships. Most scales come from peer-reviewed sources in journals such as the Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Business Research and the Journal of Advertising. Every entry records the original authors and citation, the number of items, the response format, reported reliability, and where the scale is free to use, the full item wording. Use the domain pages below to browse scales by research area, or search the full database to compare scales across domains.
Browse by domain
Consumer Behaviour637 scalesThe broadest domain in the database, covering how consumers perceive, evaluate, feel about and respond to products, services and consumption experiences.Consumer Decision Making233 scalesScales measuring the individual differences and processes that shape consumer choice.Branding & Brand Psychology171 scalesScales for measuring how consumers perceive, relate to and value brands.Advertising & Persuasion259 scalesScales for measuring responses to advertising and persuasive communication.Service Marketing163 scalesScales for measuring service quality, customer satisfaction and the customer relationship.Digital Marketing & Technology143 scalesScales for measuring consumer responses to digital channels, platforms and technologies.Retail & Shopper Psychology146 scalesScales for measuring shopper motivation, the retail environment and store-level evaluations.Price & Promotions62 scalesScales for measuring how consumers perceive and respond to prices and promotions.Emotion & Affect51 scalesScales for measuring emotional and affective responses in consumption contexts.Sustainable & Ethical Consumption52 scalesScales for measuring consumer responses to sustainability, ethics and corporate social responsibility.B2B Marketing & Sales48 scalesScales for business-to-business marketing, purchasing and sales research.Marketing Strategy & Innovation28 scalesScales for measuring strategy, innovation and organisational capability at the firm level.Political & Social Marketing13 scalesScales for measuring how people evaluate political actors, messages and social causes.
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