OH!  I leave before without presenting other solution!

I am so sorry to all.  Again to maxxxmodels, I say this.  If all the motions with using the extrude, then scaling the polygon with scale manipulator on the axis you wish does not suit your modelling styles, there is one other.  There is a small feature in Blender for a long time named Inset.  In Blender, the Inset feature is not the same trick as it does in 3dsmax.  In Blender, Inset is almost same as Bevel in 3dsmax.

To solve your problem in example above, you do not chose the Extrude Individual feature, non.  In that event, you will wish to use the Inset.  Select both polygons, and click on inset.  Then you will be required to adjust the settings in the panel which will appear in the Tool Shelf.  Inset will scale the faces as you wish, along normals, and also give you option for height.  This option for height is the extrude.  Same as the Bevel in 3dsmax, but many more button clicks.  You can not control the feature, as I am aware, with only mouse clicks.

So, the hotkey is i.  You can reduce clicks by hotkey i, then use theextrude individual to extrude faces as you desire.  Inset first, then pull out with extrude individual.  This, in end, is exactly like Bevel in 3dsmax, only several more click functions.