Scale use and abuse: How to make the most of your measurement tools

Researchers from Vanderbilt University, The University of Rhode Island, and the University of Georgia published a new paper in the Journal of Consumer Psychology that provides fresh insights and recommendations about the most reliable ways consumer researchers can use scales in their work to measure constructs.

The article, “Scale use and abuse: Towards best practices in the deployment of scales,” is authored by Kelly L. Haws, Kevin L. Sample, and John Hulland.

Unlike previous research focusing on the development of scales, this study considers existing scales and how they can be most effectively applied to produce sound research in consumer behavior and marketing areas such as brand loyalty or perceived product quality. The study identified several ways scales can be misused and offers best practices to avoid them. For example, the team found that consumer researchers, faced with trade-offs and constraints, too often modify reliable scales by changing wording, length, and other variables.

“The gold standard would be to use ‘as is, validated’ measures as often as possible,” the researchers said. “Yet our analysis finds that often this is not the case with only 24% of measurement usage in our review being of this type.”

Further missteps include applying a validated scale in a context that differs substantially from the original. This can distort results and, “destabilize a stream of research over time,” the researchers said. 

Given that “deliberate, precise measures are essential to high quality research,” the article suggests the use of “carefully validated measures of constructs where possible, and to apply a more critical eye to measurement rigor when modifications are necessary.”

Full article and author contact information available at:  https://myscp.onlinelibrary.wiley.com/doi/abs/10.1002/jcpy.1320

About the Journal of Consumer Psychology
The Journal of Consumer Psychology publishes top-quality research articles that contribute both theoretically and empirically to our understanding of the psychology of consumer behavior. The Journal is intended for researchers in consumer psychology, social and cognitive psychology, judgment and decision making, and related disciplines. It is also relevant to professionals in advertising and public relations, marketing and branding, consumer and market research, and public policy. Published by the Society for Consumer Psychology since its founding in 1992, JCP has played a significant role in shaping the content and boundaries of the consumer psychology discipline. Dr. Lauren Block (Lippert Professor of Marketing at the Zicklin School of Business, Baruch College) serves as the current Editor-in-Chief.

About the Society for Consumer Psychology (SCP)
The Society for Consumer Psychology is the premier voice to further the advancement of the discipline of consumer psychology in a global society. Building upon the Society's excellence in mentoring young behavioral scientists, the SCP facilitates the generation and dissemination of intellectual contributions and promotes professional development and research opportunities for its members around the globe. Dr. Gita V. Johar (Meyer Feldberg Professor of Business at the Columbia Business School, Columbia University) serves as the current President.