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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

Involvement (Product as a Sign)

Three semantic differentials are used to measure the importance of a brand or product category to a consumer, with an emphasis on the extent to which the product is viewed as expressing something about the user to others.

Key Words