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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


Composed of five items, the scale measures how much a person has a heartfelt faith for a particular religion characterized by such things as confidence in his/her religious beliefs, desire to live by those beliefs, and willingness to defend them publicly.

The extent to which a person considers another person to be honest and true to him/herself is measured with four, seven-point Likert items.

The scale has three, seven-point Likert-type items that measure how much a consumer believes that a particular brand is always guided by the values it has been associated with over time.

The extent to which a person believes that a hierarchy of power is necessary among people in society to maintain order is measured with three, seven-point Likert-type items.

This five-item, seven-point Likert-type attitude scale measures the importance a person generally places on being able to express who he/she is and that it is one of his/her highest values.

Three, seven-point Likert-type items measure the degree to which a person has high standards when making choices in life and does not settle for anything less than the best.

A person’s trait-like tendency to prefer middle choices as a goal in decision-making strategy is measured using eight, seven-point Likert-type items.

The importance a person places on instructions and procedures to guide his/her expectations, particularly in a work context, is measured with five, seven-point Likert-type items. 

The degree to which a person feels virtuous and having high standards at a certain point in time is measured with three, nine-point Likert-type items.

The extent of similarity a person believes there to be between him/herself and someone else in terms of cognitive and physical characteristics is measured with four, seven-point items.