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Testimonial

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

dynamic

How much change a person believes there to be in the market for a particular product category in terms of the products available, the promotion conducted, and consumer preferences is measured using four, seven-point items.

Composed of three very simple, seven-point Likert-type items, the scale is purported to measure the degree to which a person views a particular advertisement as being energetic and “alive” in a visual sense.

The degree to which a person believes that an ad is exciting and energetic is measured with four, seven-point semantic differentials.

A person's belief in either the stability of personality traits (entity theory) or their malleability (incremental theory) is measured in this scale using eight, seven-point Likert-type items.

The scale is composed of five, seven-point Likert type statements intended to assess a person's attitude regarding the degree to which a website has a "dynamic nature" enabling customers to search for, view, and compare products.

Eight, five-point items are used to evaluate the executional (nonclaim) portion of an advertisement. The phrases appear to focus on the way a message was presented rather than the strength of its arguments.

A three-item, seven-point semantic differential scale is used to measure the perceived "activity" of a stimulus.

This three-item, seven-point semantic differential scale is used to measure how dynamic or elaborate a stimulus is perceived to be.