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.
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.
With seven, seven-point Likert-type items, the scale measures the degree of care a person devotes to managing his/her money and long-term financial goals.
The six, seven-point items in this scale measure a person’s expressed likelihood of engaging in behaviors related to saving money in the near future. Four of the items are rather general but two are specific about ways to get more information to help save money.
A consumer’s stated probability of buying a particular product on a shopping trip in the next month is measured with three, seven-point items. What makes this scale different from other measures of purchase likelihood is that this one refers to a specific time period and assumes the shopper has read some information on the package.
The scale has three, nine-point items that measure a person’s stated likelihood of sharing good information about a brand to others he/she knows.
The scale is composed of four, seven-point questions that measure the level of motivation a person has towards accomplishing a particular goal in a programmed plan of effort.
Four, seven-point items are used to measure the likelihood that a consumer will regularly wear sunscreen in the future as well as recommend that others do so too.
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 degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.
Four, seven-point Likert-type items measure a person’s usage of two media at the same time to perform one or more tasks. To be clear, the scale focuses on what a person did in a particular situation rather than his/her tendency over time to multi-task.
