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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

behavioral

The extent to which a customer complained to friends, family, and others about a particular shopping experience is measured with three, five-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure a person’s intention to recommend something to others such as a service provider, retailer, website, or brand.

The subjective probability that a person will tell others about something is measured with three, seven-point semantic differentials.  The measure is “general” both in terms of what is being talked about as well as the favorability of the responder’s opinion (positive vs. negative).

The level of a person’s enjoyment of a celebrity and identification with him/her is measured with three, six-point Likert-type items.

Five unipolar items with a Likert-type response format measure the extent of effort and time invested by a consumer in a specific product assembling process.

The likelihood of engaging in certain loyalty-related activities are measured with this seven-point scale.  Versions with three, four, and six items are discussed.  While the scale might be adapted for use with a variety of businesses, it is most suited for hotels and restaurants.

The likelihood that a person will stop visiting one establishment of a type (e.g., bar, club) and begin regularly visiting another such establishment in the near future is measured with three, seven-point Likert-type items.

With three, seven-point items, the scale is intended to measure how much a person engages in particular religious activities: praying, reading scripture, and attending services.

A consumer’s level of attitudinal, affective, and behavioral involvement with getting discounts and buying products on sale is measured with seven, five-point Likert-type items.

A person’s likelihood of engaging in behaviors that could reduce his/her spending and save money is measured using eight, nine-point items.