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Scale Reviews

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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation


The extent to which a person views a non-human object as being like a person, with an emphasis on its assumed mental abilities, is measured with six, seven-point items.

Four, nine-point items measure how positive a person feels about a brand and how well it represents the ideal values one has for his/her country.

The clarity with which a consumer understands what a brand represents to customers and the ease with which it can be described is measured with three statements.

The scale measures the extent to which a person believes the headline for an advertisement states something that is symbolic regarding a product but is not literally true.  Four, seven-point Likert-type items compose the scale.

A consumer's belief that a particular brand extension is consistent with and representative of a parent brand is measured using seven, seven-point Likert-type items.  The scale can be used with an extension already on the market or with one in development.

The degree to which a person views an object has having human-like qualities is measured in this scale with three, seven-point Likert-type items.

The scale is composed of four, seven point items that are intended to measure the extent to which a person perceives that some objects as a set appear to depict or symbolize a typical family. The objects could be people, such as in an ad, or they could be products, such as beverage bottles in a product line as done by Aggarwal and McGill (2007).

The scale is composed of six items that are intended to measure the extent to which a person views two objects as having a human-like quality and, in particular, being a pair in some way. Aggarwal and McGill (2007) used the scale with beverage bottles.