Six personality characteristics stereotypically associated with men are used in this scale to describe a brand.
This scale uses six personality characteristics that are stereotypically associated with women to describe a brand.
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.
A 17-item, five-point scale is used to measure a person's attitude about gender roles, equality of the sexes, and self-actualization for women.
A ten-item, seven-point Likert-type scale is used to measure the degree to which a person professes support for the freedom of women from subordinate and traditional roles.
The scale uses five, nine-point bi-polar adjectives to describe how much a person views an object as having a personality-like image characterized by traits stereotypically linked with males and the American west.
The scale has twelve, seven-point Likert-type statements that measure a consumer's perceptions of sex-role portrayals in advertising.
Five-point, Likert-type statements are used to measure the degree to which a person believes that television commercials have gone too far in what they say or show and that they exhibit poor taste.
