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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


A seven-item, seven-point semantic differential scale used in measuring a person's tendency to rely more on the functions associated with one brain hemisphere than on those associated with the other. The construct was referred to by Hirschman (1986) as cognitive function asymmetry.

This is a two-item, seven-point semantic differential rating scale that measures the degree to which a consumer indicates that a purchase decision for a particular product is influenced more by his/her cognitive thinking rather than feelings.

A 34-item scale is used to measure a person's expressed tendency to experience three dimensions of psychological hostility: assault, irritability, and verbal hostility.

Four, seven-point, bi-polar adjectives are used in measuring the degree to which one likes some stimulus and perceives it to be ''good.'' Leigh (1984) used these items and four more of his own in a modified Likert-like format.

Six, seven-point Likert-type statements are used to measure the degree to which a person is concerned about his or her weight.

A three-item, seven-point semantic differential scale is used to measure the degree of emotion-like quality perceived to be expressed by a certain stimulus.