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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.
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Vrije Universiteit University, Amsterdam

threats

Four questions and a seven-point response scale are used to measure how much a person believes the side effects of a medicinal drug are serious and threatening.

Five, seven-point Likert-type items measure a customer’s attitude regarding his/her susceptibility to being harmed because of the personal information collected by a company.

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

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.

Using four, seven-point Likert-type items, the scale measures the degree to which a person is sensitive about the way companies handle personal information because he/she believes privacy is very important.

Five, seven-point Likert-type items are used to measure the degree to which a person expresses the desire to engage in behaviors that would damage a brand as well as stores and employees that sell the product.

Composed of five, seven-point items, the scale measures how unprotected and unprepared a person feels with respect to the threats coming from the “world” around him/her.

How much a person feels overwhelmed and lacking control within a particular environment is measured with five, seven-point items.

How likely a person believes he/she will be threatened by a particular health condition sometime in the future is measured in this scale with three, seven-point items.

Three, seven-point items compose the scale and measure how much a person believes a particular treatment would prevent serious health consequences, including a life-threatening condition.