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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

diet

Nine items are used to measure how much a person engages in eating-related behaviors meant to control one’s weight.

A person's belief that he/she has the ability to adhere to specific dietary guidelines is measured with three, seven-point Likert-type items.

The extent to which people regulate their food intake to maintain or lose weight is measured with ten items.

Three, seven-point items are used to measure the degree to which a person was thinking about the immediate health-related consequences of using the product featured in the ad he/she was watching.

The scale has three, seven-point items that measure the extent to which a person reports that he/she was thinking about the long-term health-related consequences of using the product featured in an ad just watched.

The degree to which a person believes that he/she will suffer physically if he/she has unhealthy eating patterns is measured with three, seven-point Likert-type items.

Three, seven-point Likert-type items measure a person's belief that adhering to particular nutritional guidelines will effectively reduce harmful effects on one's health.

The level of knowledge and personal experience a person reports having with dieting is measured in this scale using ten items with a seven-point response format.

Four, six-point items are used in the scale to measure how often a person engages in dietary control behaviors, particularly those that limit the intake of calories, sugar, and fat. 

How much a person consciously attempts to control his/her food intake is measured in this scale with six, five-point items.