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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

self

Five, seven-point Likert items measure how much a person relates to and imagines being part of what is in an image (advertisement, photo in social media) involving a product.

The extent to which a person considers another person to be honest and true to him/herself is measured with four, seven-point Likert items.

How much a person attends to one’s self at the moment rather than caring about others is measured with four, seven-point Likert items.

This five-item, seven-point Likert-type attitude scale measures the importance a person generally places on being able to express who he/she is and that it is one of his/her highest values.

The degree to which a person focuses on his/her needs at a particular point in time rather than on others’ needs is measured with four, seven-point Likert-type items. 

Whether a person thought the message of an advertisement was more focused on self or on social entities such as family is measured with five, seven-point semantic differentials.

The scale uses seven, seven-point items to measure how much a person cares about what others think of him/her and works to have good relationships with others. 

The scale has four, seven-point Likert-type items that measure the amount of competition one feels there is between his/her self-identities.  The particular identities referred to in the sentences are ideal and ought.  

The link between two of one’s self-identities is measured with four, seven-point Likert-type items.  The particular identities referred to in the sentences are ideal and ought.  

The degree to which a person feels uneasy as it pertains to his/her identity is measured with three, seven-point items.