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.
The degree to which a person thinks about the meaning of a story is measured with three, seven-point Likert-type items.
The extent to which a consumer habitually uses a particular product or brand for a purpose without consciously thinking about its choice is measured using four, five-point Likert-type items. Four versions of the scale are described, varying based on which product and type of usage is being referred to: a product used regularly, a product that was replaced by another product that was used regularly, a product used rarely or not at all, and a product which was replaced by another product that ended up not being used much if at all.
With four, seven-point items, the scale measures a person’s stated likelihood of challenging an action taken by an organization that he/she disputes and even escalating the issue if necessary.
Three, seven-point items are used to measure how much a person still wants to eat a familiar brand of a product immediately after having tried some of an unknown brand.
The scale measures a consumer’s belief that if he/she was wronged in some way by a brand and/or employees associated with it then the memories of the unfair behavior would be an obsession. Six, seven-point Likert-type items compose the scale.
Five, six-point items are used to measure the extent to which a person describes his/her faith (unspecified) as providing meaning to life and affecting aspects of how he/she lives.
Three, nine-point Likert-type items measure a person’s stated likelihood of buying a particular product/brand from a particular retailer if he/she was in the market for the product.
Five, seven-point Likert-type items are used to measure the degree to which a person expresses the desire to engage in behaviors that would damage a brand as well as stores and employees that sell the product.
A consumer’s belief that he/she does not have the ability to sway a brand and its employees toward his/her stance with regard to some issue or conflict is measured with four, seven-point Likert-type items.
