Scale Reviews

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Marshfield Clinic Research Foundation

Congruence (Self with Brand Users)

Three, seven-point items measure the similarity between a consumer’s self-image and his/her idea of a “typical” user of a brand.

Key Words

social, brand, congruence, self-concept, identification, similarity

Newest Scale Reviews

Attitude Toward the Sales Promotion (Price)

The appeal of a price-related sales promotion in a particular business (store or company) is... read more »

Distraction During the Shopping Trip

How much a shopper felt unable to focus during a particular shopping trip due to interruptions... read more »

Avoidance of Large Food Businesses

Four, seven-point Likert-type items are used to measure a consumer’s negative attitude... read more »

Attitude Toward Referral Programs

How much a person likes customer referral programs in general and is likely to participate in... read more »

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