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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

differentiation

With three, seven-point Likert-type items, the scale measures a person’s attitude regarding how much consumers differ in what they want from a product in a certain category.  In other words, do consumers believe that people vary in their beliefs about what makes a product good or bad?

The scale is composed of three, seven-point Likert-type items that measure how much a person believes an object or experience is different from others he/she has had.

The extent to which people experience a feeling that they belong to a different culture than those around them is measured with three, seven-point items.

The scale has five, seven-point Likert-type items that measure the degree to which a person believes a particular advertisement contains elements that are novel or unusual and yet artistically arranged.

A person’s belief that a product would help give him/her a distinctive image is measured using three, five-point Likert-type items.

Three, nine-point items are used to measure a person’s judgement of the degree of variation there is among the options in an assortment of some object.

A person’s desire to be distinct from others and to do things that make one’s self different is measured with three, nine-point items.

Three, seven-point Likert-type items measure how different the design of an object is viewed as being from the norm.

A person’s belief that a particular advertisement is different from others to which he/she knows of is measured with three, seven-point Likert-type items.  The statements are general and do not indicate how the ad is different.

The extent to which a person views a particular brand as being unique and different from other brands in a product category is measured in this scale with three, five-point Likert-type items.