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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 with the Vlogger (Parasocial)

Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with vlogger (video blogger) and considers that media personality as if he/she were a friend.

Key Words

behavioral, involvement, celebrity, interaction, relationships, internet

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Attitude Toward Buying Locally Produced Foods

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

Produce Abnormality

The scale has four, seven-point Likert-type items that measure how much a person believes that... read more »

Produce Safety

Four, seven-point Likert-type items measure the degree to which a person’s attitude about... read more »

Quality of Produced Foods (Local vs. Distant)

This scale has three, seven-point Likert-type items that measure a consumer’s belief that... read more »

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