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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

superiority

Three seven-point, Likert-type items are used to measure a person’s belief that being in a particular restaurant gives him/her the feeling of being special and having more social status than in other restaurants. 

Four, seven-point items measure how much a person believes that a branded product gives owners a feeling of superiority and higher status compared to other customers who do have the product.

The extent to which a consumer wants to be a special user of a brand with a higher status than other users is measured with three, seven-point Likert-type items.

The extent to which a person believes that a restaurant is very special and has more social status than other restaurants is measured using seven-point, Likert-type items.  A two- and a four-item version are provided. 

With three, seven-point questions, the scale measures how much a person believes that he/she has superiority and higher status compared to other owners/users of a particular brand.

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

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

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

Using seven, seven-point Likert-type items, the scale measures the attitude that there is inequality of social groups and some are superior to others.

With four, seven-point items, the scale measures how much better the most recent model of a brand is compared to previous models.