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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

values

The degree to which a person is motivated to live up to his/her standards in support of some issue or value is measured with three, seven-point questions.  The scale is adaptable for use with reference to a variety of issues.

The degree to which a person believes that online gambling is socially acceptable according to dominant norms and values is measured with twelve, seven-point Likert-type items.

The importance a person places in his/her value system on social goals such as equality and cooperation is measured with four items.

The degree to which a person is more nature-centered in his/her system of values, as opposed to human-centered, is measured using three, seven-point Likert-type items.

Using ten items and a five-point response format, the scale measures the degree to which a person is faithful to a set of religious beliefs and practices in daily life.

How much a person values caring for the environment and believes in making environmentally responsible decisions is measured with four, seven-point questions.

The four, seven-point unipolar items are intended to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with self-direction and stimulation.

Four, seven-point unipolar items are used in this scale to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with power and achievement.

Three, seven-point unipolar items are used to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with social and environmental concerns.

How much a person values security for self and family is measured in this scale with five, seven-point Likert-type items.