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Testimonial

The Marketing Scales Handbook is indispensible 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

engagement

This scale has seven, seven-point Likert-type items that measure the degree to which a person was engaged in the “flow” of an advertisement and felt better because of it.

This three-item, seven-point Likert-type scale measures the degree to which a person believes that having to take photos with a particular purpose in mind negatively impacted the personal experience of what was being photographed. The goal of taking the photos is not named in the items but can be provided in the instructions if it is not obvious from the context.

A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.

With four, five-point Likert-type items, the scale measures the degree to which a customer provides feedback to a company about his/her experiences brand’s products in order to help improve them or have new ones created.  The implication in the sentences is that this behavior is ongoing rather than a one-time event.

Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.

The degree to which a customer promotes and refers a brand to friends and relatives because of monetary incentives from the company is measured with four, five-point Likert-type items.

How much a person attentively watched a television program and considered it to be fascinating is measured in the scale with three, seven-point Likert-type items.

Using five, nine-point Likert-type items, the scale measures a person’s emotional involvement in an advertisement.

The degree to which a person felt involved in an activity rather than just passively observing it is measured with four, seven-point Likert-type items.  While the scale was made for use in a product demonstration context, it appears to be amenable for use in other contexts where people can either actively participate in something or just watch.   

With three, seven-point items, the scale measures the degree to which a person was daydreaming or thinking about other things during a particular task.