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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

comparison

The extent to which a consumer wants to be a special user of a brand with a higher status than other users is measured with three, seven-point Likert-type items.

With three, seven-point questions, the scale measures how much a person believes that he/she has superiority and higher status compared to other owners/users of a particular brand.

With four, seven-point items, the scale measures how much better the most recent model of a brand is compared to previous models.

Five, seven-point items are used to measure whether information about the stock level or the sales level of two comparable products is the better indicator for making a purchase decision.

Three, ten-point items are used in this scale to measure how well a customer’s experiences with a brand compare to his/her expectations and the ideal product.

With four Likert-type statements, the scale measures how easy a consumer believes it was to compare the healthiness of some similar products by using the information available on their packages.

The degree of certainty a person has in the appropriateness of a particular choice in which one option was selected over another one (explicitly stated) is measured in this five-item Likert scale.

How new and surprising a product development process is believed to be is measured using four, seven-point items.  The statements composing the scale are flexible enough to be used when comparing two products or when assessing just one product, but the response formats would need to be different.

Three, seven-point items measure a consumer’s comparison between two uses of a product in terms of which application is believed to be the better.  To be clear, as stated, the items focus on the applications of the product rather than to the product itself.

The scale uses four, nine-point items to measure which of two objects a person considers to be more valuable and preferable to own.