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
A seven-point Likert-like scale is used to measure a person's beliefs regarding a particular brand of audio player. Muehling, Laczniak, and Stoltman (1991) referred to this measure as cognitive structure index and used it to examine a fictitious brand of cassette player.
A five-item, five-point scale is used to measure the importance a consumer places on objective, functional, and economic issues before buying products. This was referred to as economic motivations for consumption by Moschis (1978, 1981) and Carlson and Grossbart (1988; Grossbart, Carlson, and Walsh 1991).
A three-item scale is used to measure the relative preference a consumer has between two competing brands of a product.
The three-item, seven-point scale attempts to assess a person's stated likelihood of getting a diagnostic blood test in the future.
This four-item, eight-point scale is used to measure a consumer's attitude toward some new product concept.
A seven-item, seven-point semantic differential is used to measure a consumer's evaluation of a product in mostly utilitarian terms.
A four-item, seven-point semantic differential scale is used to measure how a person feels about attempting to lose weight during the upcoming week.
A four-item, seven-point semantic differential scale is used to measure the value-related aspects of a consumer's attitude toward some specific product.
A four-item, five-point summated ratings scale is used to measure the attitude and intention one has toward a specific brand of beer compared with the brand the person drinks most often.
A nine-item, seven-point Likert-type scale is used to measure a person's attitude toward some specified country.
