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Testimonial

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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

behavioral

How much a person experienced something that inspired him/her to do something is measured with four, seven-point items.  As phrased, this scale is general and could be applied in a wide variety of contexts where the focus is on a temporary state a person has experienced rather than an enduring trait.

With four, five-point items, the Likert scale measures how actively a person thought about an object and, in particular, how useful he/she believed it could be.

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.