Handbook of Management Scales/Product complexity

Items

 * Simple/unsophisticated--sophisticated
 * Nontechnical--highly technical
 * Low engineering content--high engineering content

Source

 * Atuahene-Gima/Li (2002): When does trust matter? Antecedents and contingent effects of supervisee trust on performance in selling new products in China and the United States. Journal of Marketing, Vol. 66, No. 3, pp. 61-81. Previously used by Bello/Gilliland (1997).