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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

likeability

How positive a person feels about the sponsor of an event is measured with three, seven-point Likert-type items.  The event being sponsored is not identified in the sentences themselves which makes the scale amenable for use with a wide variety of contexts.

How much an individual likes a certain person and is committed to a relationship with him/her is measured with eight, seven-point Likert-type items.  Because of the phrasing of one item, the scale appears to be most relevant when the two people had the opportunity to “friend” each other on a particular social media website. 

How much a person likes customer referral programs in general and is likely to participate in them is measured with four, seven-point Likert-type items.

One’s attitude regarding how much he/she liked a person with whom he/she worked with in a particular joint task and the willingness to work with that person again is measured with three, seven-point items.

How much a person is interested in learning more about another individual, being closer to him/her, and becoming his/her friend is measured with nine, seven-point items.

With three, seven-point Likert-type items, the scale measures a person’s belief that the way something was sponsored made him/her feel more positively towards sponsorship in general.

How much a person believes that the story behind the creation of a particular object is witty and likeable is measured with three, seven-point items. 

The scale has three, seven-point Likert-type items that measure a person’s overall attitude toward a particular color (unspecified in the sentences themselves).

Three, seven-point Likert items are used to measure the degree to which a person indicates having a social connection with a particular person in the past.

The desirability of an object is measured with four brief statements and a seven-point Likert-scale.  The scale is “general” in the sense that the statements are amenable for use with a wide variety of objects.