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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

social

With four, seven-point Likert-type items, this scale measures a person’s belief that a particular brand has the ability to exert influence on society.

How much a person attends to one’s self at the moment rather than caring about others is measured with four, seven-point Likert items.

The extent to which a person believes that a hierarchy of power is necessary among people in society to maintain order is measured with three, seven-point Likert-type items.

Six, nine-point semantic differentials measure whether a person believes the people in a particular group are focused on helping and caring for others in the group or, at the other extreme, are concerned about helping themselves.    

With four, seven-point Likert-type items, the scale measures how much of one’s resources, not including money, would be necessary in order to join a particular group.

Composed of four, seven-point Likert-type items, this scale measures a person’s expected embarrassment if a particular group is joined and members become aware of his/her attribute that is stigmatized.    

Because of a personal attribute one has, this three-item, seven-point Likert-type scale measures a person’s expectation that it could be beneficial to share insights with others in a particular context.  The scale may be most relevant if the characteristic is something that is stigmatized, e.g., weight, addiction, criminal activity.    

Composed of five, seven-point items, the scale measures how much a person believes that a choice he/she could potentially make violates social norms and will, in particular, offend a friend.  The focal choice is not stated in the items themselves.

The belief that people are not born equal and that there should be a social hierarchy is measured with six, seven-point Likert-type items.

This five-item, seven-point Likert-type attitude scale measures the importance a person generally places on being able to express who he/she is and that it is one of his/her highest values.