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.
creativity
How much a person believes that the story behind the creation of a particular object is witty and likeable is measured with three, seven-point items.
The five-item Likert-scale measures a motivational state in which a customer’s imagination is stimulated by an evocative external stimulus. In a consumer context, the inspiration is assumed to come from marketing activity although it is not stated in the items themselves.
With three, seven-point semantic differentials, the scale measures the novelty and interestingness of a sponsorship being promoted in an advertisement by a sponsoring entity for something such as an event, an organization, or a cause.
Six, nine-point semantic differentials measure the degree to which a consumer believes a product is an accurate fulfillment of the creator’s vision.
The scale has five, seven-point Likert-type items that measure the degree to which a person believes a particular advertisement contains elements that are novel or unusual and yet artistically arranged.
The scale uses seven, five-point items to measure the willingness and tendency of a member of a customer ideation group to create product ideas by integrating and combining his/her own thoughts with those of others in the group.
A person’s belief that a particular advertisement is different from others to which he/she knows of is measured with three, seven-point Likert-type items. The statements are general and do not indicate how the ad is different.
A person's description of his/her level of innovativeness and originality is measured with three, five-point uni-polar items.
Four, seven-point Likert-type items compose the scale and measure the degree to which a person views himself/herself as being creative.
Four semantic differentials are used to measure how fresh and original a product is believed to be. The scale seems to be flexible for use with a wide variety of products and other objects.
