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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

beliefs

The extent of similarity a person believes there to be between him/herself and someone else in terms of cognitive and physical characteristics is measured with four, seven-point items.    

Five, seven-point Likert-type items are used to measure a person’s belief that he/she is experiencing good luck during the current day.

A person’s belief that he/she is lucky and frequently experiences it is measured with five, seven-point Likert-type items.

Four statements are used to measure the attitude one holds about luck such that it plays an important role in life and favors some people while not others.

A customer’s beliefs regarding the anticipated quality of a company’s branded goods or services (before he/she has experienced the product) is measured with three, ten-point items.

Five, six-point items are used to measure the extent to which a person describes his/her faith (unspecified) as providing meaning to life and affecting aspects of how he/she lives. 

The degree to which a person believes the fundamental tenets of a religion, such as the reality of GOD, is measured using four, seven-point Likert-type items.

Seven, seven-point Likert-type items measure a person’s belief about how favorably “other people” would think a group of people were portrayed in an ad.

The extent to which a person is superstitious is measured based his/her belief in three phenomena that, if genuine, would violate basic limiting principles of science.

Using three, nine-point Likert-type items, the scale measures the degree to which a person views another person as having beliefs that are  consistent with his/her own.