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 scale is composed of three items with seven-point response formats that measure a person's attitude regarding the probability that consumers would go to the effort to compare a certain store's prices to other stores.
The scale is composed of three items with seven-point response formats that measure a person's attitude regarding a store's prices, with some emphasis on how they compare to other stores.
Three unipolar items with a seven-point response format are used to measure the degree to which a person describes something as having a quality that indicates a lack of power and authority.
The scale is composed of four statements that measure the extent to which a consumer has thought about how to get a product and use it.
This five-item, seven-point scale is intended to measure the degree to which a person describes another person as having skills and/or expertise on a topic. The person being described in the study by Comer (1984) was sales manager while in the study by Dellande, Gilly, and Graham (2004) the person was a weight loss counselor.
A six item, seven point semantic differential scale is used to measure a person's beliefs concerning the time and effort involved in a specified method of placing an order. As described below, the setting used by Dabholkar (1994) was ordering at a fast-food restaurant and two options were compared: touch screen ordering versus verbally placing the order with an employee.
Three, nine-point bi-polar adjectives are used to measure the extent to which a person believes a certain result has been achieved.
Three, nine-point statements are used to measure the extent to which a consumer believes that the advertised new features of a product provide additional benefits and value to the product.
The scale is composed of seven, five-point Likert-type statements measuring the perceived "costs," mostly non-monetary, of getting a mammogram.
A person's belief that his/her repeated experience has shown that buying from a certain company is better than buying from others is measured with four, seven-point Likert-type items. The scale was called conative loyalty by Harris and Goode (2004) and was used with respect to online stores but it appears to be amenable for use with a variety of vendors.
