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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


The five item, seven-point Likert-type scale assesses the degree to which a customer expresses a familiarity with a company's products, a sense that the company understands his/her needs, and a willingness to share personal information with the company.

Three, seven-point Likert-type statements are used to measure a person's belief about his/her knowledge and ability to find information on the web.

Six statements with seven-point response scales are used to measure a person's self-expressed level of knowledge regarding the nutrition- and health-related aspects of fat in food.

The scale is composed of seven statements attempting to assess a consumer's familiarity and experience with a brand as well as several other things related to the brand such as the products with the brand name, the advertising for the brand, the stores carrying the products, and the product category.

A person's familiarity with a specified object is measured in this scale with three, seven-point semantic differentials. The objects being assessed by Becker-Olson (2003) were company names whereas Simonin and Ruth (1998) used it with brand names.

This three-item semantic differential scale measures a person's reported knowledge about an object. The object studied by Oliver and Bearden (1985) was a branded appetite suppressant while Moore, Stammerjohan, and Coulter (2005) used it with apartments and 35mm cameras.

A multi-item, seven-point semantic differential is used to measure a consumer's assessment of a specified person's competency and training as a source of information about a particular product. Netemeyer and Bearden (1992) used a five-item scale to measure expertise of a personal source of information (retail employee), and Tripp, Jensen, and Carlson (1994) measured the expertise of celebrity endorsers using a six-item scale. Dellaert and Stremersch (2005) used their version of the scale to measure a person's evaluation his/her expertise in configuring a computer. Adjei, Noble, and Noble (2010) used a set of four items twice, once with respect to one's own experitse and once with respect to others from an online forum.

The scale measures the extent to which a person believes that others consider him/her to be a good source of information about product prices.

A person's confidence in his/her ability to assess the quality of websites is measured in this scale with three items.

A four-item, seven-point semantic differential scale is used to measure the degree of knowledge and experience a person reports having with regard to something. Although the scale has been used up to now as a measure of a person's self-reported assessment of product expertise, three of the items are amenable for use with objects other than goods and services.  As currently phrased, the items also seem to be amenable for assessment of someone else's expertise.