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Bob Moritz
Marshfield Clinic Research Foundation

similarity

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.

With six, nine-point bi-polar adjectives, the scale measures the degree to which an object appears to be unusual and unexpected.  Given the multiple facets of the construct represented in the items and depending on the way the items are scored, the scale could be considered a measure of similarity, typicality, or novelty.  The scale is general in the sense that it could be used with a variety of objects and in a variety of contexts.  

How much a person likes another person and would like to interact with him/her more is measured with eight, ten-point Likert-type items.

The scale is composed of four, seven-point items that measure a person’s belief that a specified entity (person, cause, organization) being sponsored for some unstated reason is similar in its goals and image to the specified sponsor.

A person’s desire to be distinct from others and to do things that make one’s self different is measured with three, nine-point items.

With three, seven-point Likert-type items, the scale measures a consumer’s general belief that brand name products in a certain product category are essentially the same as those brands owned by the store.  (How they are viewed as “the same” is not stated in the items.)

Nine, seven-point items are used to measure how close one feels to a particular person and how likely the person would fit in one’s “in-group.”

With four items, this scale measures how similar a brand extension is to its parent brand and the appropriateness of launching it.

Three, seven-point Likert-type items are used to measure a person's belief that a story describes something that he/she as well as the person's peer group would experience