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
This scale uses four, seven-point bi-polar adjectives to measure whether a person believes recycling is desirable and necessary or is unfavorable and not needed.
With three, seven-point Likert items, the scale measures how much a consumer likes the design of a product because it fits with his/her preferences.
With three, seven-point Likert-type items, the scale measures the degree to which a person believes an object or experience is closely associated with his/her identity.
The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.
This scale has four, seven-point Likert-type items that measure a person’s expectation that both his/her income and saving money will be better in the future compared to the present.
Three, seven-point Likert items are used to measure how visually attractive and appealing a product’s design is considered to be.
The degree to which a person thinks that an object, such as a product, expresses his/her personal uniqueness is measured with three, seven-point Likert items.
Three questions with a seven-point response format are used to measure how much difference a person believes there to be in the activities he/she has engaged in during a specific time period.
The efficacy and likelihood that a “treatment” will cure a “condition” are measured with five, nine-point questions. The particular treatment and condition are specified in the items.
Four questions and a seven-point response scale are used to measure how much a person believes the side effects of a medicinal drug are serious and threatening.
