Measurement Scales for Self-Concepts, Person Concepts, and Product Concepts TABLE 12-2 1. Rugged Delicate 2. Excitable Calm 3. Uncomfortable Comfortable 4. Dominating Submissive 5. Thrifty Indulgent 6. Pleasant 7. Contemporary Unpleasant Noncontemporary 8. Organized Unorganized 9. Rational Emotional 10. Youthful Mature 11. Formal Informal 12. Orthodox Liberal 13. Complex Simple 14. Colorless Colorful 15. Modest Vain Source: N. K. Malhotra, "A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts," Journal of Marketing Research, November 1981, p. 462. Reprinted with permission from Journal of Marketing Research, published by the American Marketing Association.

Measurement Scales for Self-Concepts, Person Concepts, and Product Concepts TABLE 12-2 1. Rugged Delicate 2. Excitable Calm 3. Uncomfortable Comfortable 4. Dominating Submissive 5. Thrifty Indulgent 6. Pleasant 7. Contemporary Unpleasant Noncontemporary 8. Organized Unorganized 9. Rational Emotional 10. Youthful Mature 11. Formal Informal 12. Orthodox Liberal 13. Complex Simple 14. Colorless Colorful 15. Modest Vain Source: N. K. Malhotra, "A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts," Journal of Marketing Research, November 1981, p. 462. Reprinted with permission from Journal of Marketing Research, published by the American Marketing Association.

Understanding Business

12th Edition

ISBN:9781259929434

Author:William Nickels

Publisher:William Nickels

Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment

Section: Chapter Questions

Problem 1CE

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