I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
attitudes
How much a person feels his/her life is important and that he/she is essential to others is measured in this scale with five, nine-point items.
How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.
With eight, seven-point Likert-type items, the scale measures a person’s confidence in his/her capability to overcome challenges and perform tasks effectively in a wide variety of situations.
Using three, four-point items, the scale measures how often a person has negative thoughts about commercials. The scale was made for use by children.
The scale uses three, seven-point Likert-type items to measure how strongly a person believes that an employee has engaged in behaviors to politely and attentively address a customer’s concerns (unspecified).
The extent to which an object is considered to be powerful and aggressive is measured with three, seven-point items.
The degree of conflict a person believes there was between him/herself and his/her partner in a romantic relationship within a specified period of time is measured with five items.
The scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.
With four Likert-type statements, the scale measures how easy a consumer believes it was to compare the healthiness of some similar products by using the information available on their packages.
Five, nine-point Likert-type items compose the scale and measure a person’s confidence that one will successfully manage his/her health by engaging in a certain activity. (The activity can be specified by the researcher.)
