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Testimonial

The Marketing Scales Handbook is indispensable 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

control

The scale has three, seven-point Likert-type items that measure how much a person believes she/he was able to move a hologram with his/her hands.

The degree to which a person believed that a hologram was moved because of his/her voice-commands is measured with three, seven-point Likert-type items.

How much a parent engages in active co-use of the Internet with his/her child in order to guide behavior is measured using six, seven-point Likert-type items.

The extent to which a person feels a sense of personal control in a particular situation is measured with four, seven-point Likert-type items.

The extent to which a consumer has focused on constraining his/her spending in a particular context is measured with three, seven-point questions.  The purchase context is not explicitly stated in the items and must be stated elsewhere.

The scale has five, five-point items that measure how much a person feels mentally drained and unfocused at the current time. 

Three, seven-point Likert-type items measure a consumer’s belief that he/she has the power to handle and use an object as desired.

Four, seven-point items are used to measure the motivation a person has to be free to make his/her own choices and not be controlled.

The scale uses four Likert-type items to measure how much a person believes that another person does not legally own a certain item but is engaging in behaviors that seem to signal that he/she does.

How much one wants to be in control of his/her life, most particularly his/her job, is measured with three, seven-point Likert-type items.