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.
awareness
The scale has three, seven-point items that measure a person’s tendency to notice and attend to his/her emotions and changing moods.
With three, seven-point Likert-type items, the scale measures the degree to which a person believes that a particular advertisement has been aimed at him/her due to some behavior or characteristic inferred by the advertiser.
Using four, seven-point Likert-type items, the scale measures to what degree a participant in a research project believes that her/she knows what is being studied, with an emphasis on awareness of the hypotheses being tested.
A person’s belief that his/her statements regarding some issue will remain private rather than made public is measured using four, seven-point Likert-type items.
The degree of familiarity with something such as an object or topic is measured with three, seven-point bi-polar adjectives. The items themselves are extremely flexible for use in a variety of contexts and it is up to the instructions provided with them to specify whose knowledge about what is being assessed.
Four, seven-point Likert-type items compose the scale and measure the level of positive conversation a person is aware of regarding a particular brand. Although one item refers to media coverage, the emphasis in two of the items is specifically about what friends are saying.
The extent to which a person focuses on his/her personal thoughts and feelings is measured with three statements. Given the way the statements are currently phrased, the scale is more a state than a trait measure.
The scale uses three items to measure the degree to which a person is very sensitive of his/her contextual environment. Given the way the statements are currently phrased, the scale is more a state vs. trait measure.
Seven, five-point items are used to measure a personality trait having to do with the amount of attention given to one's health and to monitoring any changes.
How familiar a consumer is with the improvements made in a brand over some specified time period and his/her approval of the changes is measured with three, seven-point Likert-type items.
