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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

society

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.

The scale has three, seven-point items and measures how much a person feels appreciated by society because of something he/she has used.

Three, seven-point items are used to measure how much a person believes that rent-to-own businesses improve lives and provide important services to society.

With six, nine-point Likert-type items, the scale measures a person’s general attitude that society should have well-defined rules (social norms and laws) and that punishment is appropriate when rules are not adhered to.  WARNING: The article in which this scale was reported has been retracted by the second author due to anomilies in the data and analyses [Journal of Consumer Research (2020), 47 (4), 632]. The extent to which the anomilies affected this scale is unknown.

The scale uses four, nine-point items to measure the extent to which it is believed that something, such as a particular person or group, is corrupting society and harming social order.  WARNING: The article in which this scale was reported has been retracted by the second author due to anomilies in the data and analyses [Journal of Consumer Research (2020), 47 (4), 632]. The extent to which the anomilies affected this scale is unknown.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes that the world is dangerous in general and, more specifically, that he/she does not feel safe.

Composed of five, seven-point items, the scale measures how unprotected and unprepared a person feels with respect to the threats coming from the “world” around him/her.

Five, seven-point Likert-type items are used in this scale to measure a person's belief that a company really cares about people and is honest with its customers.

A person's desire for the expression of his/her opinion about a certain brand to help someone learn the values of society is measured using four, seven-point Likert-type items.

The eight item, nine-point Likert-type scale is intended to measure a person's attitude regarding the fairness and justifiability of the socio-political system in which he/she lives.