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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

attitudes

Four, seven-point Likert-type items measure the degree to which a particular brand reminds a person of his/her youth.

With four, seven-point Likert-type items, this scale measures a person’s expectation and tolerance of contradiction in aspects of life.

A person’s attitude regarding the help given by a particular company to its customers, especially with respect to determining customers’ needs and having their best interests in mind, are measured with six, seven-point Likert-type items. 

The belief that one’s body can easily digest the foods he/she eats is measured with three, seven-point Likert-type items.

The belief that providing personal information to a specific entity such as a website has benefits is measured with three, seven-point Likert-type items.  The specific benefit referred to in the items has to do with product suggestions.  Further, while the sentences are flexible enough for use with entities such as companies or organizations rather than a website, the scale was developed for use with a website.

Composed of four, seven-point Likert-type items, the scale measures a person’s belief that providing personal information to a particular website when updating his/her profile has a high potential of being used inappropriately.

The scale has three, seven-point semantic differentials that measure how pleasurable and delicious a certain food or beverage is considered to be.  The scale is general in the sense that it is an overall measure rather than assessing a particular type of taste such as sweet, salty, spicy, etc.

The scale uses three, seven-point items to measure how much a person believes a review or set of reviews he/she has read are useful and worth relying on with regard to a particular purchase. 

With three, seven-point bi-polar adjectives, the scale measures how much a consumer believes it is common in supermarkets to see both the price and the volume of a product increase or decrease at the same time.

The utility a consumer derives from using a product is measured with seven Likert-type items.  The utility may be functional, but it may also be other types such as social, hedonic, or emotional.