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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

structure

A person’s chronic behavior to categorize all manner of things is measured with three, seven-point items. 

The scale measures the extent to which a visual pattern, such as in a print advertisement, is interpreted as indicating motion, particularly forward movement.  Four, seven-point semantic differential phrases compose the scale.

Four, seven-point Likert-type items are used to measure a person’s belief that a certain product has a history that tells a story about how the product it began and changed over time.

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 degree to which a person feels uneasy when society appears to be changing rapidly is measured with three, seven-point items.

The five item, nine-point Likert scale measures a person’s belief that an advertisement uses a story-like format that communicates information about critical structural components such as who, what, where, and why. 

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  WARNING: The article in which this scale was reported has been retracted by the second author due to anomilies in the data and analyses [Journal of Consumer Research (2020), 47 (4), 632].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  WARNING: The article in which this scale was reported has been retracted by the second author due to anomilies in the data and analyses [Journal of Consumer Research (2020), 47 (4), 632].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 ease with which a person reports being able to get around a website and find what is wanted is measured using four, seven-point Likert-type items.

The seriousness of a situation is measured in this scale using five, seven-point bi-polar adjectives.