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Testimonial

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

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.