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personality
With thirteen items, the scale measures a person’s motivation to seek situations and activities that are emotionally stimulating for self and others.
This seven item scale is intended to measure a person’s ability to alter his/her behavior in order to portray an image suited for a social situation.
With four, six-point items, the scale measures a person’s expressed ability to understand others' "true" feelings based primarily on observing their nonverbal behavior.
The extent to which a person views him/herself as being creative and believes that others think that as well is measured in this scale with three, five-point items.
A person's ability to imagine how new product concepts could be developed in order to be more useful and relevant to consumers is measured in this scale with eight, seven-point Likert-type items.
The degree to which a person believes that fate determines outcomes in life (external locus of control) verses self (internal locus of control) is measured in this scale using six, seven-point items.
The scale has been used to measure a type of private introspection and self-attentiveness stimulated by curiosity. Twelve, five-point Likert-type items compose the scale.
Five, 11-point items are used in this scale to measure the cognitive and emotional bonds between a brand and a consumer.
The salience of the cognitive and emotional bonds between a brand and a consumer is measured in this scale with three, 11-point items. Salience is indicated by the frequency and ease with which brand-related emotions and thoughts are described as occurring.
Three, seven-point unipolar items are used in this scale to measure the degree to which a person is characterized by a personality-type factor having to do with productivity and intelligence.
