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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

control

Using three, seven-point bi-polar phrases, the scale measures whether a person believes something that occurred was under his/her control or, instead,  was caused by the company providing the service.

Five, five-point Likert-type items are used to measure a person's tendency to be self-focused and to scrutinize his/her moods.

Using three, seven-point bi-polar phrases, the scale measures the degree to which a person believes something that occurred was under the control of  a particular company.

A person's ability to identify and categorize his/her specific moods is measured in this scale with four, five-point Likert-type items.

This scale uses four, five-point Likert-type items to measure the degree to which a person has the ability to maintain a positive mood and to return to it if a bad mood is experienced.

With three, six-point Likert-type items, this scale is intended to measure a person's beliefs regarding the malleability of traits and attributes related to things in the world (self, others, and the environment).  At one extreme, some believe that the world is uncontrollable and fixed while at the other extreme there are people who view people and things as changeable and adaptive.

The extent to which a person expresses the ability to regulate his/her engagement in an activity is measured using four, seven-point items.

The degree to which a person views fate as a powerful force that influences events and outcomes is measured in this scale using six, ten-point Likert-type items.  Fate has a sense of predestination while luck is more transient.  Despite the distinction, the scale seems to capture aspects of both.

The scale has 27 seven-point Likert-type items that measure the degree to which one believes that heath outcomes are controllable. Internals are those who believe outcomes are based upon their own behavior whereas externals think that outcomes depend more on luck, fate, or other people.

A three-item, seven-point Likert-type scale is used to measure the degree to which a person would feel in control in a particular setting and be able to influence outcomes.