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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.

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.

A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.

With four, five-point Likert-type items, the scale measures the degree to which a customer provides feedback to a company about his/her experiences brand’s products in order to help improve them or have new ones created.  The implication in the sentences is that this behavior is ongoing rather than a one-time event.

The degree to which a customer promotes and refers a brand to friends and relatives because of monetary incentives from the company is measured with four, five-point Likert-type items.

The subjective probability expressed by a consumer that indicates he/she would buy a particular product at its present price is measured with five, seven-point items.

This Likert scale has three, five-point items that measure how much a technological application helps a customer shopping at an online store be more effective and, in particular, better evaluate a product.

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.

Four, five-point Likert-type items measure a customer’s degree of commitment and loyalty.  The scale is general in the sense that it can be easily adapted for use with a variety of business entities such as a company, brand, store, or website.