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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

behavioral

The scale has four, five-point items that measure how much a person primarily socializes with other Latinos rather than non-Latino Americans, about the same amount for both groups, or only socializes with non-Latino Americans.

How much a consumer wants to know more about a particular sale is measured with three, seven-point items.

With five, five-point items, the scale measures the degree to which a person is able to read and speak just English and not Spanish, is able to read and speak both languages equally well, or is only fluent in Spanish..

A customer’s openness to contacting and interacting with a salesperson in the future whom he/she has interacted with in the past is measured with three, seven-point Likert-type items. 

Five, seven-point Likert-type items measure a person’s willingness to have advertisements by a social media platform such as Facebook target him/her based on information from another company’s website.

The six, seven-point Likert-type items in this scale are intended to measure a person’s willingness to have personalized advertisements targeted at him/her by a social media platform based on demographic inferences from his/her usage of the website.

Using five, seven-point Likert-type items, the scale measures a person’s willingness to have a social media platform such as Facebook target advertisements at him/her based on information provided by the person in his/her profile.

The scale uses seven, seven-point Likert-type items to measure a person’s willingness to have advertisements targeted at him/her by a social media platform such as Facebook that are based on information gathered from the person’s behavior at the website.

A person’s desire and tendency to customize products when possible is measured with three, seven-point Likert-type items.

Six, yes/no items are used to measure how much a person indicates that he/she has engaged in financially related activities that are generally considered positive, e.g., put aside some money for financial emergencies.