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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

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.

With five, five-point Likert-type items, the scale measures a person’s tendency to use the Internet for the purpose of avoiding unpleasant tasks and responsibilities.

The degree to which a person experiences negative emotions and thoughts for throwing away something in particular is measured with three, seven-point Likert-type items.  The scale may make most sense to use in contexts where the person is aware of alternatives for disposing of the item, particularly recycling.