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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

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Using four, seven-point Likert-type items, the scale measures how much a person believes that another person is attempting to mislead others by presenting an image of him/herself that is not true.

How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes an object or experience is closely associated with his/her identity.

The Likert scale has eight, five-point items that measure how much a person has had an experience in a virtual environment which allowed interaction with a simulated representation of a product.

Three, seven-point items are used to measure how much a person believes that talking to another person about a particular topic could produce a favorable impression for him/herself.

Three, seven-point Likert-type items measure the degree to which a person is viewed as competent and ambitious.

The extent to which a person is described as having high social status and economic resources is measured in this scale with three, seven-point items.

Four, seven-point Likert-type items measure a person’s attitude about the radical change a particular organization is about to make regarding what it stands for.  As currently phrased and scored, the items indicate the respondent is against the repositioning.  Also, the scale instructions frame the situation as hypothetical but minor changes could make the scale amenable for use with a real event.

Using three, seven-point uni-polar items, the scale measures how much a person believes one brand is closely related in some way to another brand.  In particular, the scale and its corresponding stem (question) were developed for use when comparing the fit between a brand associated with a product and a brand name associated with a charity.

With three, seven-point items, the scale measures the degree to which a person shared information with another person in order to improve that person’s attitude about him/herself.