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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

behavioral

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

A person’s preference for when to get up in the morning and when to go to bed at night is measured with thirteen questions.  The construct is also known as circadian preference and morningness.

How much a person wants something rewarding as soon as possible is measured in this scale with ten, seven-point Likert-type items.

Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with vlogger (video blogger) and considers that media personality as if he/she were a friend.

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

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. 

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.

The degree to which a person states that he/she is likely to consume alcohol in the next year is measured with three, five-point items.

This scale uses five, seven-point items to measure a person’s belief in his/her ability to operate manual and automatic transmission automobiles.  (Two items refer to driving a manual transmission vehicle while the other three items are relevant for either type.)