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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


Thirteen, seven-point Likert-type items measure the degree to which a consumer believes that prices for different brands of the same product vary a lot within grocery stores as well as across stores.

Four, five-point Likert-type items are intended to measure a shopping orientation characterized by a consumer's focus on buying products that are low priced, on sale, or are considered to be good values for the money.

Three, seven point semantic differentials measure how important one person believes he/she is to another. Because Howard, Gengler, and Jain (1995) administered this scale after subjects had received a compliment-like manipulation (name remembering), the scale was viewed as capturing a flattery-type construct. However, in another context, the scale might be used to measure what a person thinks another person's attitude is toward him or her, with an emphasis more on general affect rather than something specific such as flattery.

A person's evaluation of some positive aspects of products made in another country are measured using this ten-point scale. The final versions of the scale used in the analysis of German and Korean products had three items, but only two of the items were the same. This scale was referred to as General Product Attributes (positive attributes relating to product image) by Parameswaran and Pisharodi (1994).

A person's attitude about a certain product offered at a certain price is measured in these similar set of scales. As used by Lichtenstein and Bearden (1989), the scale is composed of four bipolar adjectives and one Likert-type item, each of which employs a nine-point response format. Three-item, seven-point versions of the scale have also been used (Biswas and Burton 1993; Inman, Peter, and Raghubir 1997; Lichtenstein, Burton, and Karson 1991), as has a four-item, seven-point version (Bobinski, Cox, and Cox 1996).

Three, seven-point semantic differentials are used to measure a person's evaluation of an organization, particularly in terms of what the person thinks its value is to society.

Three, five-point semantic differentials are used to measure a consumer's attitude toward a brand with an emphasis on the perceived status aspects of the product.

Four, five-point Likert-type statements are used to measure the attitude a physician has about the development of cosmetic pharmaceuticals, with a special emphasis on the value the products have for his or her patients.

This is a five-item, three-point scale measuring a consumer's satisfaction with the pricing of a specified product.

This is a six-item, seven-point Likert-like scale measuring the perceived value of an offer consisting of a particular product for a particular price. The scale was used to study both calculators and typewriters.