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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

The likelihood of a consumer seeking out and trying to buy a particular product or brand of product is measured in this scale with five, seven-point semantic differentials.

With three, seven-point Likert-type items, the scale measures the degree to which a person’s support of a particular organization is based on its community involvement and charitable activities.

A person’s tendency or ability to consider the point of view of other people is measured with seven items.

A person’s intention to participate in a particular exercise at a certain level is measured with three, nine-point Likert-type items.

Four, seven-point items measure a person’s knowledge of and experience with a particular physical exercise.

The extent to which a person views him/herself as being regimented and having self-control is measured with three, seven-point items.

The scale uses three, seven-point items to measure how much advancement a person believes he/she has made towards achieving of a self-regulatory objective.

Six, seven-point Likert-type items are used in this scale to measure a person’s commitment to buy one particular brand in a product category, even if it is more expensive than competing brands or not in stock.

A consumer’s general tendency across product categories to purchase the same brand over time and not switch to other brands is measured with five, five-point Likert-type items.  To be clear, it is the tendency be loyal that is the same across categories rather than the brand.  If desired, instructions could be used to focus participants' attention more narrowly, such as on a particular category.

The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.