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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

enjoyment

Three, seven-point Likert-type items are used to measure the degree of enjoyment a person experiences when buying a product from a particular category.   While the phrasing of the items might allow it to be used with regard to brand involvement, the scale was meant for use when the pleasure tends to occur regardless of the brand being purchased.

The interest and fun a customer expresses with respect to assembling products is measured using four, seven-point Likert-type items.

The tastiness and healthiness of a specified food is measured in this scale with four, four-point semantic differentials.  The scale is general in the sense that it appears like it could be used with a wide variety of foods and beverages.

Four, four-point items are used to measure the extent to which a person watches, attends, and enjoys a particular sport.

The degree to which a patron believes a certain place serves his/her goals better than the available alternatives is measured with five, seven-point Likert-type items.

The scale measures how much a person liked a task and thought it was interesting.  Two versions have been used, one with seven items and another with four.

The extent to which a customer believes he/she has good relationships with employees of a retail establishment is measured with three statements.

The scale is composed of four, seven-point Likert-type items that measure one's beliefs about the hedonic value of advertising.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

Using three, five-point Likert-type items, the scale measures the degree to which a person has a positive opinion of product ads placed within video games.  As currently phrased, the statements are not specific to any particular game or facet of the advertising but apply to in-game advertising in general.

The scale uses three, five-point Likert-type items to measure how much a person believes the ads for products placed within video games makes the experience more realistic.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.