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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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

assertiveness

The degree to which one person views another person as being competent due his/her assertiveness and apparent status is measured with four, seven-point semantic differentials.

A person’s opinion of the self-confidence and assertiveness of another person is measure in this scale using three, seven-point items.

Eight, five-point semantic-differentials are used to measure a person's expression of self-assertive personality traits.  While the traits could be possessed by either sex, they are stereotypically associated with males.

Five, seven-point, Likert-type items are used in this scale to measure the degree to which a person describes him/herself as independent from others and self-sufficient, qualities that are part of a male's socialization in many cultures.

Twenty statements are used to measure the extent to which a person feels self-confident and self-assurred.

This is a 15-item, Likert-type scale purported to measure a consumer's expressed tendency to stand up for his/her rights with marketers and their representatives. The scale covers three interaction situations: resisting requests for compliance, requesting information or assistance, and seeking redress. An 11-item version of the scale translated into Dutch was used by Richins (1987).

This is a 30-item, Likert-like scale purported to measure a person's expressed tendency to speak up for his/her "rights" in social situations, some involving marketers, others not. Rathus (1973) used a six-point response scale in his work. Richins (1983) did not specify the number of points on the response scale she used nor whether the full scale or the abbreviated version was used.