A 15-item semantic differential scale derived from Osgood, Suci and Tannenbaum's (1957) meaning structure framework, adapted for measuring and comparing self-image, person image, and product/brand image on the same dimensional space. Enables self-congruity analyses by placing all three concepts in a common measurement framework. Dimensions were derived via factor analysis of 70 initial items across self-concepts, automobile brands, and actor ratings. Tautness and aggressiveness dimensions from the original pool were not retained. Coefficient alpha per applicable factor sub-scale ranged from 0.50 to 0.70. Primarily used in brand positioning and testimonial research to match product imagery with target segment self-image.
7-point semantic differential scales; item scores summed within dimensions (not overall — scale is multidimensional). Directionality of items not explicitly stated in original.
Full scale items shown. Always cite the original source when using this scale in research.
The scale is multidimensional — summed scores across all 15 items are not appropriate. Items should be scored within dimensions. Directionality (which end of each bipolar pair is positive/negative) and explicit reverse-coding instructions were not specified in the original publication. The scale predates modern brand personality measures (e.g., Aaker 1997) but remains relevant for self-congruity research. Coefficient alpha for factor sub-scales is modest (0.50–0.70), reflecting the heterogeneity within each dimension. Test-retest reliability was significant across all three self-concept types over a 4-week delay.
Malhotra, N.K. (1981). A scale to measure self-concepts, person concepts, and product concepts. Journal of Marketing Research, 18(4), 456–464.
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