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Bob Moritz
Marshfield Clinic Research Foundation

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.