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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

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Composed of four, seven-point semantic differentials, this scale measures the extent to which a person believes a certain product has a long history rather than very little past and identity.

The extent to which a person believes that a restaurant is very special and has more social status than other restaurants is measured using seven-point, Likert-type items.  A two- and a four-item version are provided. 

The extent to which an entity (company, organization, person, etc.) is viewed as compassionate and moral or, at the other extreme, cruel and harmful is measured with three, seven-point semantic differentials.

Four, seven-point unipolar items measure how much a person considers another person to be ethical and sincere.

With three Likert-type items, the scale measures a person’s attitude regarding the naturalness and solidness of a mediated environment that he/she has experienced. 

Using four, seven-point Likert-type items, the scale measures how much a person believes that another person is attempting to mislead others by presenting an image of him/herself that is not true.

How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes an object or experience is closely associated with his/her identity.

The Likert scale has eight, five-point items that measure how much a person has had an experience in a virtual environment which allowed interaction with a simulated representation of a product.

Three, seven-point items are used to measure how much a person believes that talking to another person about a particular topic could produce a favorable impression for him/herself.