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!
values
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.)
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.
