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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.
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Vrije Universiteit University, Amsterdam

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Four items measure how much a consumer believes that a particular product he/she purchased was not identifiable to others nor did it draw attention.  For the scale to make sense, it probably should be used with respect to a retail store in which one’s shopping activity could be witnessed by others.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes the way an event is sponsored will increase his/her interest in the event and the likelihood of attending it.

Four, five-point items are used in this scale to measure an adolescent’s belief about what his/her parents would say if they did not want him/her to watch television, movies, or video games that contained too much violence.  Specifically, this belief is a characterized by the parents “restricting” the time the child spends with the unacceptable media content and providing rationale in which the perspective of the adolescent is taken seriously.

Four, seven-point semantic differentials are used to measure one's belief that he/she was being observed in a particular situation.

Four, four-point items are used to measure the extent to which a person watches, attends, and enjoys a particular sport.

Six, seven-point Likert-type statements measure the relative level of television programming a person admits to viewing on a general basis.

Five Likert-type statements measure the relative degree to which a person focuses on programs when watching television or, instead, pays attention to something else.

The scale has three, seven-point statements that are intended to measure the extent to which a person was motivated to watch some ads during the commercial break of a certain program. Unlike some other measures of attention, this one focuses on the motivation to watch commercials in general during a certain show rather than one´s attention to a particular ad.

The scale is composed of thirteen, five-point items measuring the frequency with which a person reports watching specific types of programs on television.

The scale is composed of seven, five-point Likert-type items intended to measure the extent to which a person believes that parents should control what their children watch on television. In the studies by Walsh, Laczniak, and Carlson (1998; Carlson, Laczniak, and Walsh 2001) the scale was responded to by mothers but it appears to be amenable for use with other types of respondents as well.