You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

similarity

The extent to which a person believes another individual is a peer and thinks like him/her is measured with three, 101-point items.

How much variety of choice a consumer believes there is in a table of product options and attribute information is measured with three, seven-point items.

Three, seven-point items measure the similarity between a consumer’s self-image and his/her idea of a “typical” user of a brand.

How much a person identifies with and feels close to members of a particular community is measured with four, seven-point Likert-type items.

Three questions with a seven-point response format are used to measure how much difference a person believes there to be in the activities he/she has engaged in during a specific time period.

The scale uses three, seven-point Likert-type items to measure how much a consumer believes that a set of brands they were exposed to seem to have been intentionally made to resemble each other.  While the sentences do not explicitly refer to the similarity of brands’ packaging or some other visual attribute, that is the implication.

How much a person feels close to and identifies with other customers of a particular company is measured with four, five-point items.

The scale has three, seven-point Likert-type items and measures the degree to which a person believes another person is like him/her in terms of communication style, with an emphasis on nonverbal expression.

The extent to which people experience a feeling that they belong to a different culture than those around them is measured with three, seven-point items.

Using three, seven-point uni-polar items, the scale measures how much a person believes one brand is closely related in some way to another brand.  In particular, the scale and its corresponding stem (question) were developed for use when comparing the fit between a brand associated with a product and a brand name associated with a charity.