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.
personality
The degree to which a person has positive expectations about his/her future is measured with six, 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.
With four, seven-point Likert-type items, the scale measures whether a person has a habitual mental attitude in which self-distinctiveness is emphasized or, at the other extreme, an integration mindset in which assimilation and cooperation are emphasized.
Six, seven-point Likert-type items are used to measure one’s self-efficacy with regard to accomplishing goals in life despite obstacles.
Four, seven-point uni-polar items are used to measure how much a person is described as being kind and friendly. (Two versions of the scale are described, both having four items and three of them being in common.)
A person’s chronic motivation to critically evaluate alternatives in order to improve the quality of decisions that are made is measured with twelve, six-point Likert-type items.
The scale has twelve, six-point Likert-type items that measure a person’s chronic motivation to make progress towards achieving a goal in a direct manner without deviation and distraction.
A person’s preference for multitasking (switching attention among several ongoing tasks) rather than performing one task at a time until its completion is measured in the scale with 14 Likert-type items.
The scale uses ten items to measure a person’s tendency to be engaged in what he/she is doing with undivided attention rather than being distracted such as with multi-tasking and mind-wandering.
The tendency for a person to notice and attend to thoughts and feelings having to do with physical aspects of his/her body is measured with six, seven-point items.
