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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

unique

The utility a consumer derives from using a product is measured with seven Likert-type items.  The utility may be functional, but it may also be other types such as social, hedonic, or emotional.

This Likert-type scale uses seven items to measure the degree of joy and pride a consumer derives from owning a particular product.

How much a consumer views a particular brand as having the human-like quality of being helpful, particularly in terms of assisting the person in being different is measured with three, seven-point Likert-type items.

The degree to which a patient believes that the person or device making a recommendation about a medical procedure would not give consideration to his/her unique condition and circumstances is measured with three, seven-point items.

How unique and noticed a person believes he/she would feel with a certain product is measured with three, seven-point items.

The degree to which a person feels uneasy as it pertains to his/her identity is measured with three, seven-point items.

Three, seven-point Likert-type items measure how novel and different an object is perceived to be. 

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

With four, seven-point Likert-type items, the scale measures the extent to which a person views him/herself as self-reliant and unique.

Three, seven-point Likert-type items measure how novel and special a person believes the design of something to be.  While the scale was made for use with a product, it appears to be easily adaptable for use with other objects as well, e.g., a house, a pool, a museum.