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.
superiority
The belief that people are not born equal and that there should be a social hierarchy is measured with six, seven-point Likert-type items.
Three seven-point, Likert-type items are used to measure a person’s belief that being in a particular restaurant gives him/her the feeling of being special and having more social status than in other restaurants.
Four, seven-point items measure how much a person believes that a branded product gives owners a feeling of superiority and higher status compared to other customers who do have the product.
The extent to which a consumer wants to be a special user of a brand with a higher status than other users is measured with three, seven-point Likert-type items.
The extent to which a person believes that a restaurant is very special and has more social status than other restaurants is measured using seven-point, Likert-type items. A two- and a four-item version are provided.
With three, seven-point questions, the scale measures how much a person believes that he/she has superiority and higher status compared to other owners/users of a particular brand.
The scale has three items that measure now much a person desires to gain more status or social ranking in a particular community.
With three-items, the scale measures how much a person knows who is socially superior or inferior to him- or herself in a particular community
This eight-item scale measures one’s need to perform better than others and the desire to win in interpersonal situations.
Using seven, seven-point Likert-type items, the scale measures the attitude that there is inequality of social groups and some are superior to others.
