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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

task

The degree to which a person reports having to force him/herself to continue engaging in an arithmetically-intensive task is measured with three, seven-point Likert-type items.

The scale measures how much a person liked a task and thought it was interesting.  Two versions have been used, one with seven items and another with four.

How easy and enjoyable a person believes a task to be is measured with three, nine-point bi-polar adjectives.

This scale uses four, seven-point Likert-type items to measure how easily a shopper is able to use the necessary math to compute a discount offered by a retailer.  The scale makes sense to use when a discount is not explicit but rather must be calculated by the consumer by using the information provided, e.g., regular price and sale price.

The extent to which a person focuses on his/her personal thoughts and feelings is measured with three statements.  Given the way the statements are currently phrased, the scale is more a state than a trait measure.

Using three, seven-point items, the scale measures a person's belief in being able to personally solve a problem that would otherwise require the company's help to fix.  The scale items seem to be amenable for use with a variety of problems a customer might experience, e.g., with self-service technology, with a product, with a website. 

The scale uses three items to measure the degree to which a person is very sensitive of his/her contextual environment.  Given the way the statements are currently phrased, the scale is more a state vs. trait measure.

A person's self-confidence in his/her ability to open e-mail messages if so desired is measured using five items. 

The scale uses three, seven-point Likert-type items to measure how much a person thought about his/her friends.  The scale makes most sense to use when the researcher wants to know to what extent respondents thought about friends in a certain context or while engaging in a certain activity.

How easily a person is able to convert an amount of money in an unfamiliar currency to an equivalent amount in a familiar currency is measured in this scale using four, seven-point semantic differentials.