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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

autonomy

With four, seven-point Likert-type items, the scale measures the extent to which a person views him/herself as self-reliant and unique.

Four, seven-point items are used to measure the motivation a person has to be free to make his/her own choices and not be controlled.

Six, seven-point Likert-type items measure a person’s resistance to norms and influence from others.

With four, five-point items, the scale measures an adolescent’s belief that his/her parents would care about he/she thought if they said some media content is unsuitable for children, e.g., there is too much violence in movies and video games.

With ten Likert items, the scale measures the degree to which a person believes that his/her parent(s) made few demands on the kids while they were growing up and allowed them to regulate their own activities.

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.

With five, seven-point Likert-type items, the scale is intended to measure a person’s motivation to be in control of people and decisions.

The scale uses six statements to assess how much a person believes someone or something is true to itself and does not follow social conventions.  As written, the items are best suited for describing others but with minor editing, the scale could be used to describe the respondent's perceived level of autonomy.

Six, five-point Likert-type items measure a person’s belief that societal rules and norms are overly restrictive and limit person freedom too much.

Three, seven-point Likert-type items are used to measure the degree to which a consumer feels a certain product enables him/her to express self, with an emphasis on the freedom in choosing it.