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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.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

attitudes

Multiple versions of a seven-point Likert-type scale measure the degree to which a person believes he/she would feel guilty and irresponsible about withdrawing money from savings that was set aside for some purpose.

With three, seven-point semantic-differentials, this scale measures the extent to which a consumer believes a product to be either a luxury brand (at one end) or a “value” brand (at the other end).

The degree to which a person is apprehensive and distrusting of other people in general is measured with four, seven-point unipolar items.

The scale has three, seven-point semantic differentials that measure how large a consumer considers a particular discount on a product’s normal price to be.

Five semantic differentials are used in the scale to assess how cognitively and time demanding a customer considers a particular price format to be.

This three item, 100-point Likert-type scale measures a person’s belief that a particular bank would be a excellent institution in which to put money.  The sentences are phrased hypothetically such that the scale makes most sense when the person is aware of the bank but is not a customer.

The extent to which a person feels he/she has used or consumed an adequate amount of a product in a particular instance is measured with ten, seven-point items.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes that the world is dangerous in general and, more specifically, that he/she does not feel safe.

The extent to which a person believes that a particular program provided him/her with new ideas and other information is measured with three, six-point Likert-type items.

The degree to which a person believes that a particular individual has the right to make his/her own purchase choices is measured with three, seven-point Likert-type items.