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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

knowledge

This two-item, seven-point semantic differential ratings scale is used in measuring the degree to which an object is perceived as being familiar. The objects evaluated by subjects in Hirschman's (1986) study were print ads.

This is a six-item, five-point scale measuring the number of times in the previous two years a customer recalls the mass media providing information that led to questioning the value of his/her insurance policy. The implication of this measure is that the information originates from sources other than the policy owner's insurance company.

This is an eight-item, five-point Likert-type scale measuring the number of times a customer indicates having been contacted by his/her agent in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond with regard to their insurance agents.

Two-item, five-point items are used to measure the recalled number of times a company failed to handle a customer's request in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond about insurance companies.

This is a four-item scale measuring the enduring and intrinsic (rather than situational) relevance of an object to a person. The object in the Slama and Tashchian (1987) study was shampoo. Stapel, Likert, and semantic differential versions of the scale were developed and tested.

A five-item, five-point Likert-type scale is used in measuring the number of times in the previous two years a customer recalls receiving information from his/her insurance company about policies or other products.

This scale has four, seven-point Likert-type statements that measure a person's reported knowledge and confidence about the right over-the-counter drugs to buy for treatment of an ailment.