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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

ability

The scale has seven, seven-point items that are intended to measure a person’s ability to engage in behaviors with a “partner” that are likely to benefit their relationship.

A person's belief in his-/her capability to participate effectively is measured in this scale with four, five-point Likert-type statements.  Although the statements are not specific to any particular activity or context, instructions could be used with the scale to make it more focused.

How much a person likes to study math and is confident in his/her mathematical aptitude is measured in this scale with four, seven-point Likert-type items.

The scale uses four, five-point Likert-type items to measure a person's belief in the capabilities of another person to respond effectively to one's own participation in a relationship.  Although the statements are not specific to any particular activity or context, instructions could be used with the scale to make it more focused. 

A customer's belief that he/she has the ability to use the new self-service checkout technology at a particular store is measured with three items.

The extent to which a person believes he/she will be able to save the necessary funds for some potential future purpose is measured in this three item, seven-point Likert-type scale.

Five, seven-point Likert-type statements are used to measure the confidence a consumer expresses in knowing how to properly use an object. The objects examined by Meuter et al. (2005) were two kinds of self-service technologies. In the context of co-production, the scale has been viewed as a measure of role clarity (Meuter et al. 2005; Dong, Evans, and Zou 2008).

Four, seven-point Likert-type statements are used to measure the degree to which a consumer believes that use of a certain piece of technology would lead to positive, personal consequences (enjoyment, independence, confidence). The scale was called perceived value in future co-creation by Dong, Evans, and Zou (2008) and was the instrumentality dimension of intrinsic motivation in the study by Meuter et al. (2005).

Five items with a seven-point response format appear to measure perceptions about the ability of sales representatives of an advertising medium to inform and persuade potential clients of their medium's advertising attractiveness. As used by King, Reid, and Morrison (1997), the scale was meant to be completed by respondents knowledgeable with media planning.