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.
learning
The purpose of the scale is to evaluate the importance of a group of information sources in learning about a health-related topic. The common theme among the six sources composing the scale is not perfectly clear. Some are personal, professional sources (items #1 and #2 below) while the rest are promotion materials.
This five-item, five-point Likert-type scale measures the degree of importance interpersonal information sources have to a person when shopping for a certain product.
Respondents are asked to use a five-point scale to rate how important each of nine sources is in learning about a specified topic. The nine information sources mainly involve the traditional mass media.
Three items are used in this scale to measure the importance placed by a consumer on information from websites in learning about a specified topic.
Three, seven-point Likert-type items are used to measure a person's interest in having more information about something. The object of interest in the study by Jones and Reynolds (2006) was a retail store.
Four, seven-point items are used in this scale to measure the degree to which a person believes that a product is difficult to understand and use. While the scale was developed to be used with innovations, it appears to be amenable for use with a wide variety of products, despite the extent to which they are viewed as innovations.
This scale uses six, five point Likert-type items to measure the degree to which a person believes that a recent experience at a resort/spa solved some health-related problems (physical, emotional, mental).
This scale has three, seven-point Likert-type items that measure the extent to which a person believes that an advertisement is responsible for helping him/her to be more willing to consider other views than his/her preconceptions about some object. The scale was called resistance by Smith, Chen, and Yang (2008) because they reverse-scored each item.
The scale has three, seven-point Likert-type items that measure the degree to which a person who has been exposed to an advertisement describes its message as being easy to remember and having learned a lot from it.
Three, seven-point Likert-type statements are used to measure a person's concerns about the time and effort perceived to be required to find and setup a relationship with a new provider if he/she were to switch. The type of provider examined by Bell, Seigyoung, and Smalley (2005) was a financial adviser.
