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Channel: Marketing Scales - justification
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Ease of Generating Reasons

Three, seven-point statements are used to measure how easily a person completed a task in which he/she was supposed to provide reasons for doing something. In Tybout et al.

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Choice Difficulty

The three item, nine-point Likert-type scale measures the relative ease a consumer experienced in selecting one product from among several and confidence that the decision could be explained to som

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Preference Clarity

Using four, seven-point items, this scale measures a consumer's ability to explain the reasons why a particular brand or type of product is preferred.

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Deal Exclusivity Justification

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 unwarran

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Ease of Justifying a Moral Position

This Likert-type scale measures the degree of comfort and confidence a person feels regarding a statement he/she has written defending a moral stance taken on a subject.

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Deservingness (Special Purchase for Self)

How much a person believes that, as a result of some accomplishment or experience, he/she is justified in buying something for self as a reward is measured by five, seven-point items.

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Norm Reasonability

Four, seven-point Likert-type items measure to what degree a person believes that a social standard of a particular group of people makes sense and is of benefit to them.  The norm is not stat

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Validity

The degree to which a person believes that an attitude, behavior, or object is acceptable and correct based on an apparent consensus of opinion or behavior is measured with five, seven-point items.

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Review Fairness

Four, seven-point Likert-type items are used to measure how much a person believes that a particular review is reasonable and justified.

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