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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation


The scale uses four items to measure a customer’s emotional attachment to and identification with an entity which he/she might use in the future.  As currently phrased, the items are particularly suited for use with reference to a service provider but they might be appropriate for use with other entities such as a brand.

The scale has three, seven-point items that measure a person’s willingness to engage in behaviors that support the lowering of the minimum age to legally consumer alcoholic drinks.

The degree to which a person is willing to engage in close, social behaviors with respect to a person (unspecified) who has a mental illness is measured with five, nine-point Likert-type items.

A person’s favorability towards a particular behavior due to its importance and expected benefits is measured with four, seven-point semantic-differentials.

Four, seven-point items measure a person’s interest in a specified object and how important it is to him/her.  The scale is general in the sense that it can be easily adapted for use with a wide variety of objects to which a person may be involved, mostly likely of an enduring nature.  Unlike many, if not most, general measures of involvement that are composed of semantic differentials, the items in this scale are Likert-type.

A person’s plan to engage in behaviors that might help prevent him-/herself from experiencing heart disease is measured with six, seven-point Likert-type items.

The scale employs five, seven-point Likert-type items to measure a person’s plan to engage in certain behaviors in order to prevent skin cancer, with an emphasis on using suncreen.

A person’s expressed likelihood of engaging in behaviors that involve prevention or treatment of a health condition is measured with four, seven-point questions.  The particular health condition is not stated in the questions and should be provided in the instructions or the context of the study.

A person’s admission of deserving punishment and desire to punish one’s self is measured with four, seven-point Likert-type items.

Five, five-point items are used in this scale to measure how much a consumer considers trade-offs between his/her shopping goals given resource constraints and opportunity costs.