The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
values
The scale uses three, five-point Likert-type items to measure a person’s beliefs about the level of materialism of one of his/her parents. (The scale is completed twice if assessment of both parents’ materialism is of interest.)
Four, eight-point items measure the importance a person places on protecting the ecosystem and living in harmony with it.
The importance a person places on hard work to attain financial rewards and social power is measured with five, eight-point items.
The degree to which a person believes that, in general, one person’s good outcomes come at the expense of another person is measured with six, 10-point Likert-type items.
Four, nine-point items measure how positive a person feels about a brand and how well it represents the ideal values one has for his/her country.
With seven items, the scale measures the extent to which a person generally believes that people get what they deserve in life because “the world” is fair.
The scale uses six, seven-point Likert-type items to measure a person’s general belief that having money is necessary in order to have a happy life and this "need" is not just true of the respondent; all people need money.
With five, seven-point Likert-type items, the scale measures the extent to which a consumer’s decision to buy a certain brand was heavily determined by personal values and the motivation to make a political statement.
The scale has three, seven-point items that measure the extent to which a person believes at a particular point in time that social equality is important.
Three, seven-point Likert-type items measure a person’s belief that his/her fate is not fixed but, instead, can be changed.
