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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.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

product

The level of risk-related concern a consumer has about purchasing a particular object is measured with three, seven-point Likert-type items.  While the scale was made for use with a product, it appears it could be used with other objects that may not be considered “products” per se such as a house, a company’s stocks, or a rare piece of art.

Three, seven-point Likert-type items measure how novel and special a person believes the design of something to be.  While the scale was made for use with a product, it appears to be easily adaptable for use with other objects as well, e.g., a house, a pool, a museum.

With four, nine-point Likert-type items, this scale measures a person’s belief that he/she has a clear idea of what a particular brand is about and where it is headed in terms of the types of products it will offer in the future.

The extent to which the use of child labor by companies affects one’s choice of which products to buy is measured with three, seven-point items. 

Three, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.

A consumer’s stated probability of buying a particular product on a shopping trip in the next month is measured with three, seven-point items.  What makes this scale different from other measures of purchase likelihood is that this one refers to a specific time period and assumes the shopper has read some information on the package.

The scale uses seven, seven-point Likert-type items that measure a person’s belief that an advertisement misleads people with its claims and implications about a particular product’s environmentally-related attributes.

Six, eleven-point unit-polar items are used to measure how soft and pleasing an object is judged to be.  The scale appears to most useful when measuring a sensation associated with the sense of touch.  

Five, eleven-point items are used to measure how much a person felt a sense of “going against the flow” by doing something different and experiencing resistance against someone or something in a particular situation.  

Four, seven-point items are used to measure the likelihood that a consumer will regularly wear sunscreen in the future as well as recommend that others do so too.