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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

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.