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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

consequences

A person’s belief that a company’s stock will increase in value is measured with four, seven-point Likert-type items.

How much a customer believes that a particular product is not worth the price being charged is measured with three, seven-point Likert-type items.

With three, seven-point Likert-type items, the scale measures how much a person is concerned that a bad decision about a particular purchase could harm his/her self-concept.

The scale has three, seven-point Likert-type items that measure the degree to which a consumer worries that purchasing a certain product might result in others thinking less of him/her.

With five, seven-point Likert-type items, the scale measures how much a person believes that thinking about his/her discretionary purchases would result in various negative feelings. 

The level of risk-related concern a consumer has about purchasing a particular object is measured with three, seven-point Likert-type items.  While the scale was made for use with a product, it appears it could be used with other objects that may not be considered “products” per se such as a house, a company’s stocks, or a rare piece of art.

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. 

The scale uses three, seven-point Likert-type items to measure a person’s belief that everyone could experience a house fire and, if it occurs, smoke detectors can reduce the damage.

The scale is composed of four, nine-point Likert-type items that measure how much concern and worry a person expresses about how a particular product with a particular attribute will function.

Three, seven-point Likert-type items measure the degree to which a person believes a particular infection is serious.