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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

social

Three, seven-point Likert items are used to measure the degree to which a person indicates having a social connection with a particular person in the past.

How much a customer believes that other people would approve if he/her acted unfriendly to a particular employee is measured by the scale.  The scale is useful when it is assumed that the actions of an employee could motivate customers to be unfriendly.  Items for both an eight-item and a five-item version are described.

The scale measures how common a person believes it is in a certain setting for people to behave in ways that are unfriendly.  The scale was made for use in a situation where customers interact with service employees.  However, the items appear like they could be used with minimal changes in many other contexts as long as people are interacting with others using verbal and non-verbal means to express unfriendliness.  Items for both an eleven-item and a seven-item version are described. 

The three item, seven-point Likert scale measures how much a person believes other customers in the store treat employees in an unfriendly manner.

Four, seven-point semantic differentials are used to measure one's belief that he/she was being observed in a particular situation.

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 measures a customer’s belief that the relationship he/she has with a service firm is based on the long-term, reciprocal contributions of both parties and benefits to those parties.  Five, seven-point Likert-type items compose the measure.

With six, nine-point Likert-type items, the scale measures a person’s general attitude that society should have well-defined rules (social norms and laws) and that punishment is appropriate when rules are not adhered to.

How much a person has experienced the feeling of being isolated and ostracized is measured with three, seven-point items.  Clear instructions should be provided to participants so that they respond with respect to a particular time period.

The scale uses four, nine-point items to measure the extent to which it is believed that something, such as a particular person or group, is corrupting society and harming social order.