This scale is intended to measure the degree to which a person's goals relate to aspirations and accomplishments. Westjohn et al. (2009) used two somewhat different four item versions (explained in the Origin section) while Arnold and Reynolds (2009) used a five item version. With both sets of authors, a five-point response format was used.
The scale is used to measure a person's chronic tendency to use an avoidance strategy to attain goals. The emphasis is on avoiding undesirable ends rather than pursuing desirable ones.
The scale uses four, nine-point Likert-type items to measure one's preference for being a member of the group rather than apart from the group.
These three, seven-point semantic differentials are used to measure the extent to which a person believes that a party is engaging in a behavior primarily for its own benefit, such as to make a profit.
Three semantic differentials are used to measure a person's evaluation of his/her identity-related actions. One version of the scale has to do with possessions, what a person thinks about the products used in the performance of a role. The other version has to do with performance itself, what a person thinks about how well a role is played.
This four item, seven-point Likert-type scale is intended to measure the degree to which a person believes that he/she is making progress towards accomplishment of a particular goal and is likely to reach it.
The Likert-type scale is composed of three, seven-point statements measuring the respondent's attitude about the similarity of values and beliefs held in common by a company and its advertising agency with an emphasis on how they treat their customers and their employees. The scale was called goal conflict by Spake et al. (1999).
Five, seven-point statements are used to measure the degree of certainty an advertising client has about the outcome goals of his/her part of the client-agency relationship.
The scale measures a person's level of satisfaction with life including his/her accomplishments using a set of evoked standards (relatives, friends). The scale has also been referred to as congruity life satisfaction (Meadow et al. 1992).
Ten, seven-point Likert-type statements are used to evaluate the degree to which a person values ambition and social status as appropriate life goals.
