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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

curiosity

With three, seven-point Likert-type items, the scale measures the degree to which a person believes he/she is imaginative and interested in abstract ideas.

With four, seven-point items, the scale measures one’s motivation to increase his/her knowledge and the willingness to change how the “world” is understood.

A consumer’s enjoyment of shopping for a variety of related reasons (adventure, novelty, curiosity) is measured with five, five-point Likert-type items.

The four, seven-point unipolar items are intended to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with self-direction and stimulation.

This scale uses four, five-point items to measure the degree to which a consumer likes to shop in stores with pre-owned goods in hopes that something valuable will be found.

The extent to which a person views him/herself as being creative and believes that others think that as well is measured in this scale with three, five-point items.

The scale has been used to measure a type of private introspection and self-attentiveness stimulated by curiosity.  Twelve, five-point Likert-type items compose the scale.

A four-item, seven-point Likert-type scale is used to measure the degree to which a person reports desiring to know more about a specified object. The scale was referred to by Machleit, Allen, and Madden (1993) as brand interest.

This four-item, six-point Likert-type scale is supposed to measure the degree to which a person views a specified activity or experience as being novel and arousing curiosity. This scale was called arousal by Unger (1981; Unger and Kernan 1983) and the activity investigated was subjective leisure. In the study by Guiry, Mägi, and Lutz (2006) the activity was recreational shopping.

Four, seven-point Likert-type items are used to measure a person's curiosity and fascination with a particular retail business.