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.
behavioral
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
Composed of three, seven-point Likert-type items, the scale measures the degree to which a person’s reason for providing a product review to others was a sincere concern to help them make better decisions. The items are general enough for use with regard to posting product reviews online or privately sharing opinions with friends.
Six, seven-point Likert-type items measure how much a person believes he/she can stick to a budget, avoid spending when necessary, and accomplish financial goals.
With three, seven-point Likert items, the scale measures how much a customer will return to receive service from a particular provider in the future. The items are phrased hypothetically but a very slight change in wording can make the scale relevant for use with an actual business relationship.
The degree to which a person felt involved in an activity rather than just passively observing it is measured with four, seven-point Likert-type items. While the scale was made for use in a product demonstration context, it appears to be amenable for use in other contexts where people can either actively participate in something or just watch.
The willingness of a consumer to shift companies with which he/she does business is measured with three, seven-point Likert-type items.
The likelihood that a person will engage in several behaviors that indicate loyalty to a sports team is measured using six, seven-point Likert-type items.
Using four, nine-point items, the scale measures a person’s intention to engage in behaviors related to using sunscreen.
With three, seven-point items, this scale measures a consumer’s expressed probability of providing ideas and feedback to a particular business entity in the future.
Five, seven-point items are used to measure how much effort a person put into a particular task as well as how relevant it was.
