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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

congruence

The scale is intended to measure the strength of the connection between a person's self-concept and a product.  Six, seven-point items compose the scale.

This three item, Likert-type scale measures how well a person believes the advertisement for a certain product is suited for that product. 

The extent to which a person, such as a viewer or consumer, believes that he/she is similar to the person who created a particular ad is measured using three, seven-point items.

The extent to which a person expresses his/her identity by watching a particular event is measured with three items.

The scale measures a person's belief that a particular brand extension has a legitimate connection with the original.  The scale can be used with an extension already on the market or with one in development.  Three, seven-point Likert-type statements compose the scale.

This five item scale measures how much a consumer likes a brand and is glad to be seen with it.  Given the phrasing of the items, the scale makes the most sense to use when respondents are very familiar with the brand rather than it being new, proposed, or fictitious.

A person's belief that personalized advertising has benefits such as being treated as an individual and receiving relevant information is measured in this scale with five, seven-point Likert-type items.

The extent to which a person reports feeling similar to a certain other individual is measured in this scale with three, seven-point items.

The three, seven-point semantic differentials composing this scale measure how well a person believes two things are consistent and coordinated with each other.

How well a person believes two things are compatible and consistent with each other is measured in this scale with three, seven-point semantic differentials.