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.
gender
The rivalry with same-sex others over access to mates is measured with seven, seven-point Likert-type items.
Using six items, this scale not only measures how strongly a person identifies with a particular gender but how important that identity is to his/her self-image.
The degree to which a person describes a person as having traits stereotypically associated with females is measured in this scale with three, five-point unipolar items.
The scale uses three, five-point unipolar items to measure how much a person describes someone as having traits stereotypically associated with males.
One’s attitude about which of the two genders is needier and requires more care is measured with three, nine-point items. The questions are phrased in terms of “boys” and “girls.”
Three, eight-point items are used to measure a person’s belief regarding which gender provides parents with more grandchildren. The questions are phrased in terms of “boys” and “girls.”
Six, seven-point Likert-type items are used to measure a person’s belief that being concerned about eating healthy is not masculine and is more typical of women than men.
Eight, five-point semantic-differentials are used to measure a person's expression of self-assertive personality traits. While the traits could be possessed by either sex, they are stereotypically associated with males.
Using eight, five-point semantic-differentials, the scale measures a person's expression of interpersonal personality traits. While the traits could be possessed by either sex, they are stereotypically associated with females.
A personality-type factor having to do with femininity and glamor traits is measured in this scale using three, seven-point unipolar items.
