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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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

desirability

This scale uses four, seven-point bi-polar adjectives to measure whether a person believes recycling is desirable and necessary or is unfavorable and not needed. 

The desirability of an object is measured with four brief statements and a seven-point Likert-scale.  The scale is “general” in the sense that the statements are amenable for use with a wide variety of objects.

Five semantic differentials compose the scale and measure facets of a food product’s quality and taste.

Three, seven-point items are used to measure how much a person still wants to eat a familiar brand of a product immediately after having tried some of an unknown brand. 

Three semantic differentials are used to measure how valuable a particular object is considered to be.  Unlike most other measures of value, this one does not explicitly measure the object’s economic value and has more to do with the object’s subjective value based on its desirability.

Three, eleven point Likert-type items are used to measure the importance a person placed on winning a particular auction he/she was involved in with other bidders.

How much a person likes a particular gift is measured with four, seven-point items.

The scale uses three, seven-point items to measure the self-expressed likelihood that one would go after and even seduce a particular man.  (The items appear to be easily adaptable for other interpersonal relationships as discussed further below.)

The desirability of a brand and likelihood of shopping for it is measured in this scale with five semantic-differentials.

The tastiness of a particular food, with the emphasis on its moistness and juiciness, is measured in this scale with three, nine-point semantic differentials.