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 chronic motivation to critically evaluate alternatives in order to improve the quality of decisions that are made is measured with twelve, six-point Likert-type items.
The scale has twelve, six-point Likert-type items that measure a person’s chronic motivation to make progress towards achieving a goal in a direct manner without deviation and distraction.
Four, five-point Likert-type items are used to measure the integration of social media usage into a person’s lifestyle, particularly as it pertains to following companies and brands.
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 some 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.
