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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

values

The scale has four, five-point Likert-type items that measure how much a person believes that a particular task he/she engaged in strengthened what was personally important in life. 

This scale has six, seven-point Likert-type items that measure a person’s belief that people can make a new beginning with hope of a better life, despite his/her past or present circumstances.

The belief that there are opportunities for anyone to make economic progress and be successful through hard work is measured with five, seven-point Likert-type items.

Seven Likert-type items measure the degree to which a person believes that he/she is treated fairly, in general, and receives what is deserved.

Using six, nine-point Likert-type items, the scale measures the degree to which a person believes that consuming a particular product or brand would help attain some of his/her life goals. 

The degree to which a person is willing to make sacrifices for the long-term good of society as well as for other causes of personal importance is measured with seven, seven-point Likert-type items.

Three, seven-point Likert-type items are used to measure the degree to which a person believes a particular company is socially active due to its genuine concern and unselfish motivation.

Six, seven-point Likert-type items are used to measure the degree to which a person expresses support for environmental protection through his/her purchases and consumption.

The degree to which a consumer believes that using a particular product would be consistent with his/her values is measured with three, five-point Likert-type items.  

The scale uses three, five-point Likert-type items to measure a person’s beliefs about the level of materialism of one of his/her parents.  (The scale is completed twice if assessment of both parents’ materialism is of interest.)