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.
attitudes
How positive a person feels about the sponsor of an event is measured with three, seven-point Likert-type items. The event being sponsored is not identified in the sentences themselves which makes the scale amenable for use with a wide variety of contexts.
The enjoyment a consumer experiences by being involved in programs offered by companies that give rewards for helping to recruit new customers is measured with three, seven-point Likert-type items. The sentences are phrased such that they make most sense for those who have participated in such programs.
The scale measures how much an app helps a person feel more confident about pursuing a particular set of goals. Three, nine-point items compose the scale.
Using five, nine-point items, the scale measures how much a person’s motivation with regard to self-improvement depends more on the activities performed along the way than reaching the goal itself.
The extent to which a person considers some particular object as being weird and creepy is measured with three, seven-point items.
Five, seven-point Likert-type items compose the scale and measure how much a person worries that some person or thing lessens his/her importance, job, and very existence.
This Likert-type scale has three, seven-point items that measure the degree to which one person considers another person to be funny.
Four, seven-point Likert-type items are used to measure a consumer’s negative attitude regarding large food systems (producers and retailers) and the desire to avoid buying from them.
The degree to which a person votes for liberal political candidates as well as not believing in absolute right and wrong is measured with four Likert-type items.
How much a person has selected a particular way to buy or use a product in order to save money in the long-run is measured with three Likert-type items.
