The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
personality
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
Five, seven-point Likert-type items are used in this scale to measure how much a person believes he/she would be communicating self-identity to others if posts about products were made at a particular social media site.
Three, seven-point items measure how much a consumer identifies with a brand and feels connected to it.
The desire to engage in outdoor sports and other activities that involve speed or danger is measured with fourteen, five-point Likert-type items.
How much a person feels that he/she is different from other people is measured with three, seven-point Likert-type items.
How much a person views him/herself as sympathetic and concerned about others is measured with three, seven-point Likert-type items.
Three, seven-point Likert-type items measure how much a person describes him/herself as talkative and gregarious.
With three, seven-point Likert-type items, the scale measures the degree to which a person believes he/she is imaginative and interested in abstract ideas.
With eight, six-point Likert-type items, the scale measures how much at a particular moment in time one’s motivation is to be around people and situations in which he/she has high certainty of what to expect.
This three-item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.
