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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

control

Composed of five, five-point items, the scale measures a person’s belief that he/she is burdened with personal financial instability as well as uncertainty and, because of that, not able to enjoy life.

The extent to which a person believes that he/she was able to control the level of privacy experienced in a particular situation is measured using four, seven-point, Likert-type items.

The degree to which a person believes a particular website has interactive features which allow him/her to customize information is measured in this Likert scale with three, five-point items.

A person’s confidence in his/her ability to accomplish financial goals is measured with seven Likert items.

Six, seven-point Likert-type items are used to measure one’s self-efficacy with regard to accomplishing goals in life despite obstacles.

Three, seven-point semantic differentials compose the scale and measure the extent to which a person feels strong and in-control at a particular point in time.  To be clear, this scale was created to measure a person’s state rather than a personality trait or enduring characteristic. 

Using three, seven-point Likert-type items, the scale measures the degree to which a person attributes thought and emotion to a logo regarding its helplessness and not being in control.

The degree of control one has over the personal information possessed by a company is measured with four, seven-point Likert-type items.

The scale has three, nine-point Likert-type items that measure the degree to which a person believes him/herself to lack control of things at the current point in time.  Unlike some measures of this construct, this scale it does not suggest or identify the entity that is believed to be in control, merely that the respondent believes he/she does not have control.  Also, unlike most other measures of the construct, this measure focuses the respondent’s attention on the moment rather than being something the person has believed over a long period of time.

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.