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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


Five, seven-point Likert-type items are used to measure a person's attitude regarding the degree to which an organization appears to be concerned about its role in improving society. Unlike some other measures of this construct, the scale used by Shanahan and Hopkins (2007) was developed for use with a nonprofit organization rather than a business. Despite that, the items themselves appear to be amenable for use with a variety of organizations regardless of their business-status.

A person's beliefs regarding the degree to which a particular online business protects customer information is measured using three, seven-point Likert-type items.

The scale has three, five-point Likert-type items that measure the extent to which a person holds positive beliefs regarding the social responsiveness of a particular business.

The scale is composed of Likert-type items measuring the extent to which a person believes it is appropriate for consumers to complain when they experience a dissatisfying transaction.

The four item, seven-point Likert-type scale measures the degree to which a person believes that a local business (probably part of a larger corporation) is a "good" corporate citizen of the community due to its involvement in socially responsible activities. The activities were described in the instructions provided by Dean (2002) but were not specified in the items themselves.

The value placed by a person on the welfare of those people with whom one is in frequent personal contact is measured using nine, nine-point statements.

The scale uses three, five-point Likert-type statements to measure a person's belief that companies producing biotech crops have the ability to control whether or not their products are a safety hazard to the public. Sinclair and Irani (2005) referred to the scale as transparency.

The scale has three, five-point Likert-type statements intended to assess a person's belief that a company cares about its customers, particularly in some specific aspect of their lives, e.g., health.

Four, seven-point Likert-type statements are used to assess the extent to which a person thinks that the support provided by a particular business organization to a charity is done to benefit itself rather than being motivated by altruism. The scale was called anti-altruism by Dean (2002).

Four, seven-point items are used to measure the level of personal importance a person places on the outcome of a decision he/she is making.