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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

kindness

Using nine-point unipolar items, the scale measures the degree to which a company is considered to be moral, kind, and helpful in its interactions with customers.  Two versions of the scale are described: one with three items and another with ten.

Three, nine-point unipolar items measure the extent to which a company or set of companies is viewed as lacking friendliness and warmth in its interactions with customers.

How much a person views him/herself as sympathetic and concerned about others is measured with three, seven-point Likert-type items.

How much a person tries to help others and wants to do things to make them happy is measured with four, seven-point Likert-type items.

How kind and friendly something appears to be is measured with seven-point items.  Three similar versions are described and, depending upon the version, the scales seem to be flexible for use with a variety of objects such as people, animals, and brands.

The degree to which something is viewed as sincere, friendly, and good-natured is measured with six, seven-point uni-polar items.  The scale is general in the sense that it has been used with respect to both individuals and organizations.

Four, seven-point uni-polar items are used to measure how much a person is described as being kind and friendly.  (Two versions of the scale are described, both having four items and three of them being in common.)

How friendly and sociable a person appears to be is measured with four, seven-point semantic differentials. 

Four, seven-point semantic-differentials compose the scale and measure how much a person believes that something (person, organization, action) is kind and ethical or, at the other extreme, cruel and immoral.

The scale uses four, seven-point unipolar items to measure how caring and kind a person is considered to be.