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
One's chronic desire to make the optimal choice when making decisions is measured with four, nine-point items. The construct attempting to be measured is the opposite of what is sometimes referred to as satisficing.
The scale is intended to measure the strength of the connection between a person's self-concept and a product. Six, seven-point items compose the scale.
How much a person likes to study math and is confident in his/her mathematical aptitude is measured in this scale with four, seven-point Likert-type items.
With eight, seven-point Likert-type items, the scale measures the tendency of a person to use numerical information, to engage in thinking with such information, and to enjoy it.
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).
