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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

similarity

Three questions with a seven-point response format are used to measure how much difference a person believes there to be in the activities he/she has engaged in during a specific time period.

The scale uses three, seven-point Likert-type items to measure how much a consumer believes that a set of brands they were exposed to seem to have been intentionally made to resemble each other.  While the sentences do not explicitly refer to the similarity of brands’ packaging or some other visual attribute, that is the implication.

How much a person feels close to and identifies with other customers of a particular company is measured with four, five-point items.

The scale has three, seven-point Likert-type items and measures the degree to which a person believes another person is like him/her in terms of communication style, with an emphasis on nonverbal expression.

The extent to which people experience a feeling that they belong to a different culture than those around them is measured with three, seven-point items.

Using three, seven-point uni-polar items, the scale measures how much a person believes one brand is closely related in some way to another brand.  In particular, the scale and its corresponding stem (question) were developed for use when comparing the fit between a brand associated with a product and a brand name associated with a charity.

How similar a person believes he/she is compared to another person is measured with three, seven-point semantic differentials.

The scale uses three, seven-point Likert-type items to measure to what degree one person considers another person to be similar to him/herself, particularly in terms of behavior.

The scale measures the degree to which a person believes that he/she can relate to a particular set of employees because they are similar to him/her in some (unstated) way.  There are two versions of the scale: one with three statements and one with five.

How much a person believes that a particular set of employees share a common physical appearance is measured with three items.  The statements are phrased generally and do not specify what attributes appear to be similar.