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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

identification

How much a person wants to support opinions that others do is measured with three, seven-point Likert-type items.

Four, seven-point Likert-type items are used to measure how much a person feels close and connected to a particular company.

The belief that fans of a particular sports team in a geographic area, such as a city, support the team and are different from the “average citizen” is measured with five, seven-point items.

The desire to fit in with and be part of a particular group of fans is measured with five, seven-point Likert-type items.

Three, seven-point items measure the similarity between a consumer’s self-image and his/her idea of a “typical” user of a brand.

Three, seven-point items measure how much a consumer identifies with a brand and feels connected to it.

The scale has six items that measure the degree to which a consumer believes a particular salesperson with whom he/she has interacted tried to build a rapport and an emotional connection between them prior to or along with discussion of sales issues.

How much a person identifies with and feels close to members of a particular community is measured with four, seven-point Likert-type items.

Seven, seven-point Likert-type items measure the degree to which a person believes his/her language skills were the reason why he/her was treated unjustly by someone else.

Using three Likert-type items, the scale measures how much a person is involved in a particular hobby and identifies with it, e.g., driving, baking, fishing.