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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


The scale measures how much an organization is believed to be selfish and motivated by its own self-interest.  Two versions of the scale are presented and vary in terms of whether one organization is being described or if two organizations are being compared.  Most of the studies used the same eight items.

Four, seven-point items compose the scale and are used to measure how successful a company is expected to be in the future.

The scale uses three, seven-point Likert-type items to measure a consumer's belief that a particular marketer wants to make a profit at the expense of customers.

Using three, seven-point Likert-type items, this scale measures the belief that a particular brand extension is not diluting what is special about the brand for profit sake.  The scale can be used with an extension already on the market or with one in development.

Three semantic differentials are used to measure a person's attitude regarding a particular investment, with an emphasis on how "good" it is considered to be.

The scale is composed of three statements that measure a customer's opinion regarding the reason why a retailer offers a low-price guarantee. In particular, the scale measures the degree to which a consumer believes the low-price guarantee is offered in order serve its own financial interests rather than to be customer-oriented.

Five, seven-point items are used in this scale to measure a consumer's belief that a company is likely to be responsible and/or successful in a variety of ways such as employee welfare, environmental policies, and profitability. Biehal and Sheinin (2007) referred to the scale as corporate-derived beliefs.

Three Likert-type statements are used to measure the degree to which a person views a company as supporting a cause because it will help attract and keep more customers as well as help it to be more profitable.

Three, four-point statements are used to assess the degree to which a consumer views the managers at a specified company as acting appropriately if/when factory closings are being considered. As used in the study by Klein, Smith, and John (2004), the items appear to be scored such that high scores suggest a person believes it would be flagrantly offensive to close factories unnecessarily.

The Likert-type scale is composed of four, seven-point statements measuring the respondent's attitude about the role that advertising plays in the success of a business.