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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

flexibility

The belief that one can change his/her personal traits is measured with three, seven-point Likert-type items.

This scale used three Likert-type items to measure a customer's understanding and willingness to cooperate with changes or requests made by an organization.

A person's attitude regarding the extent of control he/she has over "transactions" conducted on a mobile device is measured with four, seven-point Likert-type statements. As used by Kleijnen, de Ruyter, and Wetzels (2007), the scale related to banking and brokerage activities but the items appear to be amenable for use with a wider range of negotiations and purchases.

This scale has three, seven-point Likert-type items that measure the extent to which a person believes that an advertisement is responsible for helping him/her to be more willing to consider other views than his/her preconceptions about some object. The scale was called resistance by Smith, Chen, and Yang (2008) because they reverse-scored each item.

Three, seven-point Likert-type statements are used to measure a person's attitude regarding the extent of control he/she had over a particular Internet-related task. The scale was called decisional control by Mathwick and Rigdon (2004).

The scale is composed of four, seven-point Likert-type items used to measure the degree to which a person views a technological device or a system's navigation function (getting around and moving through some environment) to be flexible in its usability. Due to one of the items (#4) as well as the context in which it was used, the scale relates most obviously to technology facilitating the online shopping experience.

Four, five-point Likert-type items compose the scale. The items are intended to measure the degree that a customer who lodged a complaint thinks that the other party in the transaction adjusted procedures in order to resolve the problem. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.