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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

behavioral

How much a consumer indicates that the purpose of a particular shopping trip was to look for new ideas and products is measured with three, seven-point items.

The extent to which a guest at a particular hotel plans to engage in behaviors that conserve resources, especially electricity, is measured with five, nine-point Likert-type items.

A person’s tendency to not only express his/her concern for the environment via product-related decisions but also by engaging in other pro-environmental activities is measured with ten, seven-point items.

The scale is composed of four, seven-point items that measure the likelihood that a person will donate a product of his/hers that is not used anymore but could still be useful to someone else.

How much a person attentively watched a television program and considered it to be fascinating is measured in the scale with three, seven-point Likert-type items.

Using three, seven-point Likert-type items, the scale measures the extent to which a customer decides in a store to switch from accomplishing the intended goal to working on one or more other goals.  The goals themselves are not defined in the items themselves.  Further, the items do not specific whether the behavior is limited to a specific shopping trip or frequently occurs across stores and time. 

Three items are used to measure a person’s motivation to look for and gather items he/she owns that are not used anymore and could be donated.  The scale seems to make most sense to use when there has been an appeal of some sort that asked potential donors to think about things of theirs that could be given away.

The extent to which a consumer expresses an inclination to purchase a particular product is measured in this scale with three, nine-point semantic differentials.

The five-item Likert-scale measures a motivational state in which a customer’s imagination is stimulated by an evocative external stimulus.  In a consumer context, the inspiration is assumed to come from marketing activity although it is not stated in the items themselves.

The degree to which a customer is motivated by a stimulus (unspecified) toward the pursuit of a consumption-related goal is measured with a five-item Likert scale.  In a consumer context, the inspiration comes from some type of marketing activity and, as stated in the items, stimulates a purchase motivation.