The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
appearance
The scale has three, seven-point Likert-type items that measure a person’s overall attitude toward a particular color (unspecified in the sentences themselves).
Five semantic differentials compose the scale and measure facets of a food product’s quality and taste.
Using three, seven-point Likert-type items, the scale measures the degree to which a person attributes thought and emotion to a logo regarding its helplessness and not being in control.
Three, seven-point Likert-type items measure the degree to which a logo appears to move as if it is alive.
How much a person likes a product’s quality as well as the way it looks is measured with three, five-point items. The scale is “general” in the sense that it can be easily customized for use with a wide variety of objects.
The scale uses three, ten-point questions to measure the degree to which a person thought about how he/she looked compared to a particular person with whom he/she interacted.
The extent to which a person views a non-human object as being like a person, with an emphasis on its assumed mental abilities, is measured with six, seven-point items.
How much a person believes that a particular set of employees share a common physical appearance is measured with three items. The statements are phrased generally and do not specify what attributes appear to be similar.
How much a person likes a beverage based on the way it looks and tastes is measured with four, seven-point items.
Five short phrases with a seven-point Likert-type response format are used to measure how nice and pleasant looking a store is where an order was placed.
