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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

differentiation

How much a person reports feeling different from others, even feeling like an outcast at times, is measured with three, seven-point semantic differentials.

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.