Quotation Teichmann, Karin, Zins, Andreas. 2009. Comparing different scales types and formats for measuring consumer knowledge. In Sustainable Management and Marketing, Hrsg. S. Luxton, 153-153. Melbourne: ANZMAC.




In the consumer behaviour literature consumer knowledge evolved as a multi-dimensional construct. This study investigates the impact of different scale types and formats on three related aspects consumer knowledge in the context of leisure travelling: consumer selfconfidence, expertise and experience/familiarity. Applying an experimental 3 (different knowledge aspects) x 3 (scale types: Likert, comparative, graphical) x 3 (response formats: 3-, 5- and 7- points) three-point response formats showed some systematic weaknesses concerning internal consistency as well as skewness. Contrary to previous findings, comparative scale types had the worst results followed by Likert-type scale types. Consistently the best outcome was achieved from graphical scales using icons or pictograms as scale anchors when using 5-point scales followed by 7-point response formats.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Contribution to conference proceedings
Language English
Title Comparing different scales types and formats for measuring consumer knowledge
Title of whole publication Sustainable Management and Marketing
Editor S. Luxton
Page from 153
Page to 153
Location Melbourne
Publisher ANZMAC
Year 2009
ISBN 1 86308 160 7
URL http://www.duplication.net.au/ANZMAC09/Menu.html


Teichmann, Karin (Former researcher)
Zins, Andreas (Former researcher)
Institute for Marketing and Customer Analytics IN (Details)
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