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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

recommendation

The scale has six, seven-point unipolar items that measure how much a person believes that referring someone for something in particular (not explicitly stated in the scale) would make him/her feel bad about it.  Because the object of the referral is not stated in the items nor the scale stem, the measure is flexible for use in a variety of contexts. 

Using nine, seven-point unipolar items, the scale measures how much a friend is expected to have a positive reaction upon hearing that a person has recommended him/her for something.  The person filling out the scale is the recommender and is a friend of the one being referred.  What the friend is being recommended for is not stated in the items themselves, which makes the scale useful in a variety of contexts. 

How much a person has recommended a particular real estate agent to others is measured with five, five-point items.

How much effort is expected by a person in order to refer a friend to a particular entity (opportunity, service, organization) is measured with three, seven-point unipolar items.

Using five, seven-point Likert-type items, the scale measures how much a person was concerned about making a good impression with another person when communicating his/her recommendation about something. 

How well a decision-maker believes the recommendation of another person matched his/her own is measured with three, seven-point Likert-type items.  Given the phrasing of one of the items, the object being recommended is evaluated more with subjective criteria than objective.   

The scale has six items that measure the likelihood that a person will engage in behaviors indicating he/she will purchase services again from a particular business and will recommend it to others as well.

Composed of three, seven-point Likert-type items, this scale measures how much a person would consider sharing some particular information to friends and others on the internet. 

The degree of loyalty a customer has to a particular agent, even if the agent moved to another company in the same industry, is measured with three, five-point items.

A person’s expected enjoyment of a store as well as his/her willingness to shop there and recommend it to friends is measured with three, seven-point Likert-type items.  The sentences are hypothetical because the store was only described for purposes of the study with words and images.