Scales

Task Easiness (TASKEAS)

A comprehensive psychometric analysis of the Task Easiness (TASKEAS) scale developed by Tybout et al....

September 16, 2026 • Dr. Mohammed Looti
Scales

Food Consumption Affect (FCA)

Comprehensive guide to the Food Consumption Affect (FCA) scale developed by Kahn and Wansink (2004),...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad Element Congruence (ADECONG)

The Ad Element Congruence (ADECONG) scale is a 5-item psychometric measurement tool developed by Susan...

September 16, 2026 • Dr. Mohammed Looti
Scales

Congruence (General) (CONG)

A comprehensive academic psychometric profile of the Congruence (General) (CONG) scale developed by Rifon et...

September 16, 2026 • Dr. Mohammed Looti
Scales

Value Conflict (Decision) (VCD)

The Value Conflict (Decision) (VCD) scale, developed by Burroughs and Rindfleisch (2002), is a 9-item...

September 16, 2026 • Dr. Mohammed Looti
Scales

Product Complementarity (PCOMPLEM)

A comprehensive psychometric guide to the Product Complementarity (PCOMPLEM) scale developed by Ruth and Simonin...

September 16, 2026 • Dr. Mohammed Looti
Scales

Comparative Ad Negativity Valence (CANV)

The Comparative Ad Negativity Valence (CANV) scale is a 5-item psychometric measure developed by Shailendra...

September 16, 2026 • Dr. Mohammed Looti
Scales

Brand Similarity

The Brand Similarity (BSIM) scale, developed by Desai and Keller (2002), is a 5-item psychometric...

September 16, 2026 • Dr. Mohammed Looti
Scales

Brand Expansion Plausibility (BEP)

The Brand Expansion Plausibility (BEP) scale is a 4-item psychometric instrument developed by Desai and...

September 16, 2026 • Dr. Mohammed Looti