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
The extent to which the use of child labor by companies affects one’s choice of which products to buy is measured with three, seven-point items.
With eight, seven-point Likert-type items, the scale measures a person’s confidence in his/her capability to overcome challenges and perform tasks effectively in a wide variety of situations.
With six, nine-point Likert-type items, the scale measures the level of emotional discomfort that was experienced when a stimulus evoked thoughts about one’s morality.
The degree to which a customer believes a service provider is the best is because it understands his/her needs better than the others. The scale is composed of three, seven-point Likert-type items.
With four, seven-point items, the scale measures how much a person believes that he/she will feel unhappy and powerless if there is a failure to experience what was expected with regard to a product choice decision. The items are phrased such that the focus is on making the choice based on how the options vary on one critical product attribute.
A person’s belief that he/she is supported emotionally and physically in good times and bad is measured with four, seven-point Likert-type items. The source of the support is not stated in the items.
Six, eleven-point unit-polar items are used to measure how soft and pleasing an object is judged to be. The scale appears to most useful when measuring a sensation associated with the sense of touch.
The scale uses three, seven-point Likert-type items to measure how strongly a person believes that an employee has engaged in behaviors to politely and attentively address a customer’s concerns (unspecified).
A person’s belief regarding the durability and stability of a medium’s format is measured with four, seven-point Likert-type items.
Using three, seven-point Likert-type items, the scale measures how much a person believes that an employee has engaged in behaviors to actively and competently solve a customer’s problem.
