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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

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The clarity with which a person has a picture in his/her mind of a particular object or event is measured with three, seven-point items.

The scale uses seven, seven-point items to measure how much a person cares about what others think of him/her and works to have good relationships with others. 

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.