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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

avoidance

How much a person prefers not to make decisions related to a certain domain is measured with three, seven-point Likert-type items. 

The scale has eight items that measure how much a person is bothered by things related to death and disconnected body parts.  (Most of the items have some connection to death and all but one of the items refer to human bodies or parts.) 

With five items, the scale measures a person’s sensitivity to the threat of illness and the transmission of disease with respect to a variety of specific objects and situations. 

Twelve items measure the degree to which a person considers a wide variety of specific objects and situations to be repugnant, particularly if they are viewed as threatening one’s health.

Three, seven-point items are used to measure the likelihood a consumer will avoid buying products that contain a specific chemical and, instead, will purchase a particular brand that does not have the chemical.

The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.

With five, seven-point items, the scale measures a person’s motivation to hide his/her socially-relevant mistakes and weaknesses.

The extent to which a person would actively avoid interacting with others if he/she were in a certain physical environment is measured with three, seven-point items. 

The scale uses four, five-point items to measure a person’s tendency to put off making decisions and acting upon them.

With five, five-point Likert-type items, the scale measures a person’s tendency to use the Internet for the purpose of avoiding unpleasant tasks and responsibilities.