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Testimonial

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

approval

Three, seven-point unipolar items measure the extent to which a person believes that he/she has been praised and felt gratified. 

Three, seven-point items measure how much a person expects that his/her spouse would disagree if aware of a particular choice was made.

Five, seven-point Likert-type items are used to measure how much a person believes there are clear social norms and that he/she should comply with them.

Four, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.

Three, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.

With three, nine-point items, the scale is intended to measure a person’s opinion about how willing a company would be to listen to a customer’s request and agree to it.  The underlying tone of the sentences, which can be made more explicit by the study’s context, is that the request is unusual or against the rules.

This three-item, seven-point scale measures how concerned a person is about being embarrassed if he/she reviewed a particular good or service and it was not accepted well by others.  The items are general enough for use with regard to posting product reviews online or privately sharing one’s opinion with friends. 

How much a customer believes that other people would approve if he/her acted unfriendly to a particular employee is measured by the scale.  The scale is useful when it is assumed that the actions of an employee could motivate customers to be unfriendly.  Items for both an eight-item and a five-item version are described.

Three, seven-point items are used to measure how much a person is concerned about posting something in a social medium because of what others will think and whether the posting will affect his/her acceptance.

Nine items are used to measure the tendency to accept one’s thoughts and feelings as they occur without evaluation or self-criticism.