A person's opinion regarding the mixture of Spanish and English in conversation is measured in this scale using nine, seven-point Likert-type items.
A ten-item, seven-point Likert-type scale is used to measure the degree of subtly degrading and derogatory opinions held by a person toward blacks in general. The items suggest that blacks are socially, morally, and/or educationally backward.
Seven, five-point Likert-type statements are used to measure the degree to which a person processes an advertisement, particularly the model featured in the ad, such that it is related to one's self-concept. The emphasis of the construct is on the way the ad is processed rather than on self-concept itself.
The scale has been used to measure a consumer's perceived homogeneity with an actor or model in an advertisement. Visual similarity is just part of the comparison. Whittler (1991; and Dimeo 1991) used a four-item, fifteen-point version of the scale whereas Appiah (2001) used a five-item, seven-point version.
The three-item, seven-point scale attempts to measure the significance of one's racial status in his/her life.
This five-point, twelve-item scale is meant to assess how well a person can use a certain language in various situations.
Five, seven-point Likert-type statements are used to measure the degree to which a person expresses a sense of attachment to an ethnic group and has positive feeling towards it. The items were developed so that they are not specific to any one group but could be used with people who might be members of a variety of ethnic minorities.
The scale is composed of six, seven-point items attempting to assess the favorability of beliefs a person has about a company's involvement with and/or position on a range of social issues. The scale was called CSR (Corporate Social Responsibility) Dimensions by Sen and Bhattacharya (2001).
Four, five-point Likert-type statements measure the strength of a person's desire to be associated with a particular subculture. The subculture studied by Donthu and Cherian (1994) was Hispanics in the United States.
A five-item scale is used to measure the degree to which Spanish is the predominant language used by a person.
