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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

behavioral

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.

The scale uses ten items to measure a person’s tendency to be engaged in what he/she is doing with undivided attention rather than being distracted such as with multi-tasking and mind-wandering.

Nine items are used to measure the tendency to accept one’s thoughts and feelings as they occur without evaluation or self-criticism.

A person’s tendency to express and verbalize his/her thoughts and feelings is measured with eight items.

The scale has ten items that measure a person’s desire to eat in response to “external” stimuli (non-hunger related), with an emphasis on exposure to the sights and smells of food.

Six, seven-point Likert-type items are used to measure how much a customer feels some control over the interaction with a salesperson by actively participating in a discussion of goods and/or services appropriate for his/her needs.

Five, seven-point items measure the degree to which an advertisement caused a person to think of happy events in his/her own life.