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 four, seven-point items composing this scale attempt to measure a person's trait-like tendency to feel compassion and/or sympathy for others, particularly those who are suffering.
The extent to which a person expresses his/her identity by watching a particular event is measured with three items.
How much a person reports thinking mostly about what is happening at the current time is measured in this scale using five, seven-point Likert-type items. While none of the statements explicitly refer to the past or the future, the implication is that the focus is more on the present than on those other time periods.
Three items are used to measure the extent to which a person believes his/her identity has been put into something he/she is creating or helping to produce.
The intended construct being measured has to do with a person's general tendency to think either analytically (focus on the parts) or holistically (focus on the whole). The scale is composed of six, five-point items.
Using ten items, the scale attempts to measure a person's cognitive orientation to either focus on the whole more so than the parts (holistic thinking) or to devote more attention to the parts than to the whole (analytic thinking).
The degree to which a consumer describes him/herself as a technology pioneer and opinion leader is measured in this scale using seven Likert-type items.
The five, seven-point semantic differentials that make up this scale are used to measure the extent to which a person is open to new ideas and experiences.
Four statements are used in this scale to measure how much a person focuses his/her attention on the past.
The extent to which a person focuses attention on the future relative to the time spent on the past is measured with four statements.
