Long-Term Orientation (Tradition)

What it measures

A multiple-item likert scale designed to measure the degree to which a person has a holistic view of time rather than focusing on the present, with an emphasis on the importance of tradition.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• Respect for tradition is important to me.
• Family heritage is important to me.
• I value a strong link to my past.
• Traditional values are important to me.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .85) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Bearden, William O., R. Bruce Money, and Jennifer L. Nevins (2006), “A Measure of Long-Term Orientation: Development and Validation,” Journal of the Academy of Marketing Science, 34 (3), 456-467.

Keywords