Scale use and abuse: Towards best practices in the deployment of scales

Abstract Given that consumer researchers and other social scientists often operate with latent constructs that are not directly observable, sound measurement practices are essential for the continual development of scientific knowledge. An abundance of validated and reliable scales to measure constructs of interest exists within the literature. However, once these measures are introduced, how are they subsequently utilized? In this article, we focus on the deployment of measurement scales and the critical underlying issues consumer behavior and marketing researchers should consider. We discuss recent practices in scale deployment and specifically scale modification (through changes in wording, length, and dimensionality). Building from this perspective, we provide recommendations for best practices in the usage, adaptation, validation, and reporting of previously introduced scales.