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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

social

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

The scale has three items that measure now much a person desires to gain more status or social ranking in a particular community. 

Five, seven-point Likert-type items measure a person’s (the recommender’s) beliefs regarding the potential negative social consequences of recommending a person who could view it as inappropriate.  The sentences are flexible for use with a variety of contexts but may make the most sense with regard to customer referral reward programs. 

How much a person feels that he/she is different from other people is measured with three, seven-point Likert-type items.

With three-items, the scale measures the degree to which a person feels attached to a particular community. 

How much a person believes that he/she has a clear role in a particular community as do the other members is measured in this scale.  A four-item and a two-item version are described.

With three-items, the scale measures how much a person knows who is socially superior or inferior to him- or herself in a particular community

The scale measures a person’s willingness to visit a particular community and be involved with it.  A three- and a five-item version are described.

With four, seven-point Likert-type items, the scale measures how much a person has a sense of connectedness to others at a particular point in time.

This eight-item scale measures one’s need to perform better than others and the desire to win in interpersonal situations.