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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

creativity

With three, seven-point Likert-type items, the scale measures the degree to which a person believes he/she is imaginative and interested in abstract ideas.

The extent to which a person wants to make things with his/her hands is measured in this scale with seven, seven-point items.

How much a person believes that the story behind the creation of a particular object is witty and likeable is measured with three, seven-point items. 

The five-item Likert-scale measures a motivational state in which a customer’s imagination is stimulated by an evocative external stimulus.  In a consumer context, the inspiration is assumed to come from marketing activity although it is not stated in the items themselves.

With three, seven-point semantic differentials, the scale measures the novelty and interestingness of a sponsorship being promoted in an advertisement by a sponsoring entity for something such as an event, an organization, or a cause.

Six, nine-point semantic differentials measure the degree to which a consumer believes a product is an accurate fulfillment of the creator’s vision.

The scale has five, seven-point Likert-type items that measure the degree to which a person believes a particular advertisement contains elements that are novel or unusual and yet artistically arranged.

The scale uses seven, five-point items to measure the willingness and tendency of a member of a customer ideation group to create product ideas by integrating and combining his/her own thoughts with those of others in the group.

A person’s belief that a particular advertisement is different from others to which he/she knows of is measured with three, seven-point Likert-type items.  The statements are general and do not indicate how the ad is different.

A person's description of his/her level of innovativeness and originality is measured with three, five-point uni-polar items.