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.
sports
Using three, seven-point items, the scale measures the extent to which a person believes the rivalry between two teams is intensified because of the game in which they are pitted against each other. The scale is most suitable for sporting events which have two teams playing against each other or when the researcher’s desire is to focus participants’ attention on two of several teams in a multi-team event such as the Olympics.
With three, seven-point Likert-type items, the scale measures the degree to which a person’s support of a particular organization is based on its community involvement and charitable activities.
Three, seven-point Likert-type items measure the degree to which a person believes that a particular organization should be involved in charitable community activities and would stop supporting the organization if it discontinues such activity.
How much a person is viewed as sporty and healthy is measured in this scale with four unipolar items.
With three, seven-point Likert-type items, the scale measures a person’s willingness to encourage others to attend the games of a particular sports team.
The degree to which a person believes that people have a lot of control over their athletic abilities and performance is measured with three, seven-point Likert-type items.
The scale uses eight, seven-point Likert-type items to measure a fan’s attitude about a particular sports team. The emphasis is on the team’s high standards and its efforts to please loyal fans.
Four, four-point items are used to measure the extent to which a person watches, attends, and enjoys a particular sport.
A person’s interest in and frequency of watching a particular sports-related event is measured with three, four-point items.
The leadership ability of an athlete with his/her team as well as his/her relative standing with other athletes in the sport is measured using three, seven-point Likert-type items.
