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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

values

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.)

Four, eight-point items measure the importance a person places on protecting the ecosystem and living in harmony with it.

The importance a person places on hard work to attain financial rewards and social power is measured with five, eight-point items.

The degree to which a person believes that, in general, one person’s good outcomes come at the expense of another person is measured with six, 10-point Likert-type items.

Four, nine-point items measure how positive a person feels about a brand and how well it represents the ideal values one has for his/her country.

With seven items, the scale measures the extent to which a person generally believes that people get what they deserve in life because “the world” is fair.

The scale uses six, seven-point Likert-type items to measure a person’s general belief that having money is necessary in order to have a happy life and this "need" is not just true of the respondent; all people need money.

With five, seven-point Likert-type items, the scale measures the extent to which a consumer’s decision to buy a certain brand was heavily determined by personal values and the motivation to make a political statement.

The scale has three, seven-point items that measure the extent to which a person believes at a particular point in time that social equality is important.