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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

conflict

The degree of conflict a person believes there was between him/herself and his/her partner in a romantic relationship within a specified period of time is measured with five items.

With four, seven-point items, the scale measures a person’s stated likelihood of challenging an action taken by an organization that he/she disputes and even escalating the issue if necessary.

The scale measures the degree to which a consumer experiences conflict with regard to purchasing a discounted product linked with a charity.  The conflict is between personally benefitting by saving money and doing something purely to help the charity.  Three, eleven-point Likert-type items compose the scale.

The scale has seven, seven-point items that are intended to measure a person’s ability to engage in behaviors with a “partner” that are likely to benefit their relationship.

The importance a person places on engaging in behaviors with a “partner” that are likely to benefit a relationship is measured with seven, seven-point items.

The scale uses three, nine-point uni-polar terms to measure how much a person feels under pressure and worried about something.  The scale is "general" in the sense that the three items composing the scale are not specific to any particular object or event and can be paired with properly written instructions for any number of contexts.

The scale is composed of ten, five-point Likert-type items that measure the degree to which one member of a married couple believes that the two of them are in agreement with regard to money matters rather than having conflict. 

The scale is composed of five, five-point items that are intended to measure the degree to which one believes that stress has been experienced for many years in one's life due to enduring problems in the roles played at work and/or at home.

Three, seven-point, one word descriptors are used to assess the strength of emotional and/or mental uneasiness reported by a person as a result of exposure to some stimulus. Using the same items but slightly different instructions, another version of the scale measured emotions depicted by someone else or in something else. The stimuli examined by Williams and Aaker (2002) were print ads but the scale appears to be amenable for use with a variety of stimuli. Mukhopadhyay and Johar (2007) used the scale to measure what they called ambivalence, having reference to what was felt after seeing an ad.

Three, seven-point uni-polar items are used to measure the extent to which a person is experiencing a state of psychological tension and is troubled by it. Depending upon the scale stem and the context in which it is used, the scale might be used as a measure of cognitive dissonance.