Background
Consumers are asked to rate either their actual, ideal, or social self-concept on the scale. They are then asked to rate one or more brands on the same scale. Brands whose pattern of responses most closely match a consumer's self-concept are expected to be preferred by the consumer.
| 1. | Rugged |
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Delicate
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| 2. | Exciting |
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Calm
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| 3. | Uncomfortable |
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Comfortable
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| 4. | Dominating |
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Submissive
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| 5. | Thrifty |
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Indulgent
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| 6. | Pleasant |
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Unpleasant
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| 7. | Contemporary |
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Uncontemporary
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| 8. | Organized |
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Unorganized
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| 9. | Rational |
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Emotional
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| 10. | Youthful |
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Mature
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| 11. | Formal |
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Informal
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| 12. | Orthodox |
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Liberal
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| 13. | Complex |
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Simple
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| 14. | Colourless |
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Colourful
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| 15. | Modest |
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Vain
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Adapted from Naresh K Malhotra "A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts", Journal of Marketing Research, Vol.18 (Nov 1981)
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