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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

advancement

The scale uses three, seven-point items to measure how much advancement a person believes he/she has made towards achieving of a self-regulatory objective.

Four, seven-point unipolar items are used in this scale to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with power and achievement.

Nine, nine-point scales are used to measure the degree to which a person is motivated by achievement and focused on opportunities for advancement.

The scale uses five, five-point statements to measure the perceived probability that a person will advance through the stages of a job application process from contacting the company to accepting the position if it is offered.

A Likert-type scale is used to measure the degree to which a person views an organization of which he or she is a member as having a positive reputation in the community. The organization studied by Bhattacharya, Rao, and Glynn (1995) was an art museum while Arnett, German, and Hunt (2003) studied a university.