You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


Krista Holt
Senior Director, Research & Design, Vital Findings


Three, seven-point items measure the similarity between a consumer’s self-image and his/her idea of a “typical” user of a brand.

The scale has three items that measure now much a person desires to gain more status or social ranking in a particular community. 

Five, seven-point Likert-type items measure a person’s (the recommender’s) beliefs regarding the potential negative social consequences of recommending a person who could view it as inappropriate.  The sentences are flexible for use with a variety of contexts but may make the most sense with regard to customer referral reward programs. 

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

With three-items, the scale measures the degree to which a person feels attached to a particular community. 

How much a person believes that he/she has a clear role in a particular community as do the other members is measured in this scale.  A four-item and a two-item version are described.

With three-items, the scale measures how much a person knows who is socially superior or inferior to him- or herself in a particular community

The scale measures a person’s willingness to visit a particular community and be involved with it.  A three- and a five-item version are described.

With four, seven-point Likert-type items, the scale measures how much a person has a sense of connectedness to others at a particular point in time.

This eight-item scale measures one’s need to perform better than others and the desire to win in interpersonal situations.