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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

idealism

With five, seven-point Likert-type items, the scale measures the extent to which a consumer’s decision to buy a certain brand was heavily determined by personal values and the motivation to make a political statement.

The three items in this scale are intended to capture the level of hopeful-type feelings a person is experiencing (or experienced during a certain event).

This Likert-type scale measures a person’s need for accuracy and the tendency to experience displeasure when mistakes are made.

Ten, five-point Likert-type items are purported to measure the degree to which a person's moral philosophy is based on an understanding of the inherent propriety of an action, regardless of its consequences. In particular, the items focus on the assumption that desirable results can be obtained if the "right" action is taken.