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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

similarity

How well a decision-maker believes the recommendation of another person matched his/her own is measured with three, seven-point Likert-type items.  Given the phrasing of one of the items, the object being recommended is evaluated more with subjective criteria than objective.   

How much a person identifies with the information in a particular advertisement is measured with five, seven-point Likert-type items. 

The extent of similarity a person believes there to be between him/herself and someone else in terms of cognitive and physical characteristics is measured with four, seven-point items.    

With five, nine-point Likert-type items, the scale measures how much a consumer believes that every unit of a particular branded product performs the same way as the other units of the product and with the same goal.

This seven-point scale measures how much a consumer believes one smartphone is similar to another phone on four characteristics related to ease of use.

A person’s chronic behavior to categorize all manner of things is measured with three, seven-point items. 

The extent to which a person believes another individual is a peer and thinks like him/her is measured with three, 101-point items.

How much variety of choice a consumer believes there is in a table of product options and attribute information is measured with three, seven-point items.

Three, seven-point items measure the similarity between a consumer’s self-image and his/her idea of a “typical” user of a brand.

How much a person identifies with and feels close to members of a particular community is measured with four, seven-point Likert-type items.