The morality of a person, object, or act is measured in this scale with three, seven-point bi-polar adjectives. The scale was used by Wilcox, Kim, and Sen (2009) to study beliefs about people who buy counterfeit products.
A nine-item, four-point Likert-like scale is used to measure a person's agreement about the positive benefits of legalized casino-gambling in his/her city.
The degree to which a person exhibits a set of moral traits that are visible to others in his/her behavior is measured in this scale with five, seven-point Likert-type items. The traits are typified by compassion and trustworthiness.
Five, seven-point Likert-type items are used to measure the degree to which a person views a certain set of moral traits as being deeply rooted in his/her self-concept. The set of characteristics is related to compassion and trustworthiness.
The scale is composed of four, five-point Likert-type items that measure the degree to which a person believes in following the law and practicing business with high integrity.
The scale is composed of six, five-point semantic differentials assessing a person's stereotypic beliefs about people who consume alcohol.
The scale is composed of six, nine-point statements that measure the value a person places on the maintenance of the shared symbols and practices of a group.
Thirteen, seven point Likert-type statements are used to measure the extent to which a person expresses beliefs that are consistent with honest behavior. The scale as a whole is not specific to any particular object or time but appears to describe one's general behavior. Wirtz and Kum (2004) referred to the scale as morality.
The seven point semantic differential scale measures the degree to which a person's evaluation of the propriety of some stimulus is based upon beliefs shaped early in life by sources such as the family.
Three, six-point Likert-type items are used to assess a person's opinion of advertising in general as it relates to its portrayal of homosexuals.
