Scale Reviews

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The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!

Bob Moritz

Marshfield Clinic Research Foundation

Congruence (Self with Message)

Five, seven-point Likert-type items measure how much a person identifies with a particular message and believes it expresses something to others about him/herself.

Key Words

attitudes, congruence, self-concept, identification, message

Newest Scale Reviews

Personal Data Disclosure Benefits

The belief that providing personal information to a specific entity such as a website has... read more »

Personal Data Disclosure Risks

Composed of four, seven-point Likert-type items, the scale measures a person’s belief that... read more »

Privacy Concerns About the Website

The scale has four, seven-point Likert-type items that measure the level of concern a person has... read more »

Willingness to Provide Personal Information

A person’s willingness to share three types of personal information (demographic,... read more »

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