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!
avoidance
The scale has three, seven-point items that measure the extent to which a person believes that a particular advertisement motivated him/her to avoid negative outcomes.
How much a customer avoids telling companies and brands what they are doing wrong is measured with four, seven-point Likert-type items.
The importance a person places on instructions and procedures to guide his/her expectations, particularly in a work context, is measured with five, seven-point Likert-type items.
Using three, seven-point Likert-type items, the scale measures a person’s inclination to refrain from investing in the stock market because of the risks involved.
Four, seven-point Likert-type items are used to measure a consumer’s negative attitude regarding large food systems (producers and retailers) and the desire to avoid buying from them.
How much a person prefers not to make decisions related to a certain domain is measured with three, seven-point Likert-type items.
The scale has eight items that measure how much a person is bothered by things related to death and disconnected body parts. (Most of the items have some connection to death and all but one of the items refer to human bodies or parts.)
With five items, the scale measures a person’s sensitivity to the threat of illness and the transmission of disease with respect to a variety of specific objects and situations.
Three, seven-point items are used to measure the likelihood a consumer will avoid buying products that contain a specific chemical and, instead, will purchase a particular brand that does not have the chemical.
The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.
