This scale uses three, seven-point items to measure the extent to which a person either views him/herself as a "citizen" of the world or as a local "citizen."
To measure a customer's level of attachment to a business, this scale uses five, seven-point Likert-type items. The scale is similar in nature to several measures of commitment in the database. This one was called customer-company identification by Homburg, Wieseke, and Hoyer (2009).
This scale uses three, seven-point items to measure the extent to which a person desires a shared identity with others.
The degree to which a person indicates having a male-like personality and behavioral characteristics is the intended measure of this scale.
This seven-point ratings scale is used to measure the degree to which a person indicates having a feminine personality and behavioral characteristics.
The scale is composed of five, seven-point, Likert-type items that are intended to measure how much a person expresses concern for the feelings and well-being of others, qualities that are part of the socialization of females in many cultures.
Five, seven-point, Likert-type items are used in this scale to measure the degree to which a person describes him/herself as independent from others and self-sufficient, qualities that are part of a male's socialization in many cultures.
This is a three-item, 15-point Likert-type scale purported to measure the ability to identify with the actor in a commercial.
This is a four-item, seven point scale focusing on a person's thoughts about the features of a product that would be intrinsically valuable. The beliefs version of the scale measures the perceived probability that the product has certain characteristics. The evaluation version measures the personal importance of these features. There are also direct and indirect versions of the scale. As shown in Scale Items (below), the difference between the two has to do with whether the items are responded to in the first person (direct version) or the third person (indirect version).
This is a four-item, seven-point scale focusing on the extent to which the motivation to own a product is viewed as instrumental to achieving a social purpose. The beliefs version of the scale measures the perceived probability that certain desirable consequences will occur. The evaluation version measures the personal importance of these consequences. There are also direct and indirect versions of the scale. As shown in the Scale Items section, the difference between the two has to do with whether the items are responded to in the first person (direct version) or the third person (indirect version).
