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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Assertiveness (General)

This is a 30-item, Likert-like scale purported to measure a person's expressed tendency to speak up for his/her "rights" in social situations, some involving marketers, others not. Rathus (1973) used a six-point response scale in his work. Richins (1983) did not specify the number of points on the response scale she used nor whether the full scale or the abbreviated version was used.