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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

desirability

With three, nine-point items, the scale measures how attractive and desirable a person is with whom one has romantic feelings that have not been expressed.

Three, ten-point items measure how much a consumer wants more detailed information about something because of the information’s usefulness.

How much a person wants something rewarding as soon as possible is measured in this scale with ten, seven-point Likert-type items.

This scale uses four, seven-point bi-polar adjectives to measure whether a person believes recycling is desirable and necessary or is unfavorable and not needed. 

The desirability of an object is measured with four brief statements and a seven-point Likert-scale.  The scale is “general” in the sense that the statements are amenable for use with a wide variety of objects.

Five semantic differentials compose the scale and measure facets of a food product’s quality and taste.

Three, seven-point items are used to measure how much a person still wants to eat a familiar brand of a product immediately after having tried some of an unknown brand. 

Three semantic differentials are used to measure how valuable a particular object is considered to be.  Unlike most other measures of value, this one does not explicitly measure the object’s economic value and has more to do with the object’s subjective value based on its desirability.

Three, eleven point Likert-type items are used to measure the importance a person placed on winning a particular auction he/she was involved in with other bidders.

How much a person likes a particular gift is measured with four, seven-point items.