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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

equality

The extent to which a person expresses beliefs supporting inequality among social groups is measured with sixteen, seven-point items.

The scale has three, seven-point items that measure the extent to which a person believes at a particular point in time that social equality is important.

The scale uses five, seven-point items to measure a person’s belief that those close to him/her promote equality by helping the less fortunate.

Six, seven-point items are used to measure the degree to which a person believes that those in his/her important reference groups (friends, family, co-workers) would approve if he/she donated to charities to help improve social equality.

Five items with a 100 point response scale measure the strength of a person’s belief that his/her donation to a particular charity will help recipients, with an emphasis on improving their social status.

The importance a person places in his/her value system on social goals such as equality and cooperation is measured with four items.

Three, seven-point unipolar items are used to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with social and environmental concerns.

The degree to which a person believes in the inequality between those people with more power and those people with less.  Four, five-point Likert-type items compose the scale.

The acceptable level of power disparity among people in a society is measured in this scale with eight, seven-point Likert-type items.  The scale does not measure a person's power nor the power inequality of a culture per se but rather a person's attitude about power disparity.

The scale uses five, seven-point Likert-type items to measure the extent to which a person views males and females as equal in terms of social roles and emotional capacity (caring, ambition, and aggressiveness).