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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

spiritual

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 scale is composed of six, seven-point Likert-type statements that are intended to measure the degree to which a person thinks about and is disturbed by thoughts regarding his/her death.  The scale was called existential insecurity by Rindfleisch, Burroughs, and Wong (2009) and fear of one's own death by the originator (Wittkowski 2001).

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 value placed by a person on the welfare of those people with whom one is in frequent personal contact is measured using nine, nine-point statements.