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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


A person’s expressed likelihood of engaging in behaviors that involve prevention or treatment of a health condition is measured with four, seven-point questions.  The particular health condition is not stated in the questions and should be provided in the instructions or the context of the study.

The scale is composed of four, seven-point items intended to measure person's interest in and likelihood of trying a particular prescription medication.

The degree to which a patient provided information and was actively involved in decision making with his/her physician during a specific visit is measured with four, seven-point Likert-type items.

The degree to which a patient is pleased with the service provided by a physician and the medical facility during a specific visit is measured with three, seven-point Likert-type items.

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.

Three questions with a dichotomous response format (yes/no) are used in this scale to measure the extent to which a person reports that direct-to-consumer (DTC) advertising has influenced him/her to speak with a physician about the drug and/or his/her medical condition.

This three item, four-point Likert-type scale measures a person's beliefs regarding direct-to-consumer (DTC) advertising of prescription drugs. These beliefs could be considered perceptions of the benefits of DTC.

Five, five point Likert-type statements are used to measure the level of decision-making involvement a patient believes him/herself to have had in a recent visit to a physician.

Three, five-point, Likert-type statements are used to measure the extent to which a physician believes that pharmaceutical advertising has had a positive impact on the prescriptions he or she has subsequently written.

Four, five-point Likert-type statements are used to measure the attitude a person has regarding the aiming of pharmaceutical advertising at physicians.