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Testimonial

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

personality

Five, 11-point items are used in this scale to measure the cognitive and emotional bonds between a brand and a consumer.

The salience of the cognitive and emotional bonds between a brand and a consumer is measured in this scale with three, 11-point items.  Salience is indicated by the frequency and ease with which brand-related emotions and thoughts are described as occurring.

Three, seven-point unipolar items are used in this scale to measure the degree to which a person is characterized by a personality-type factor having to do with productivity and intelligence.

A person's belief in either the stability of personality traits (entity theory) or their malleability (incremental theory) is measured in this scale using eight, seven-point Likert-type items.

The extent to which a consumer views a particular brand as being indicative of one's self is measured in this scale with four Likert-type statements.  The scale was called brand signaling by Park and John (2010).

Using five, seven-point Likert-type items, this scale measures a person's reluctance to engage in behaviors that appear to be risky.

Using eight uni-polar adjectives, this scale is intended to measure the theorized dimension of personality having to do with the degree to which a person has a tendency to seek efficiency and structure.

The scale is composed of six, six-point Likert-type items that measure a person's preference for planning as well as the extent to which the individual develops goals and uses reminders of those goals.  As explained below, there are five versions of the scale, varying on what they focus.

This scale uses five, seven-point Likert-type items to measure a person's preference for certainty and tendency to feel anxious when outcomes are uncertain.

The chronic tendency to focus on the present as opposed to the future or the past is measured in this scale using five, seven-point Likert-like items.