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.
esteem
One’s belief that he/she has value because of the love that comes from GOD is measured with five, seven-point Likert-type items.
With three, seven-point items, the scale measures how much a person looks up to and respects another person.
Four, seven-point Likert-type items are used to measure the degree to which a person has an overall respect of self and feeling of inherent value.
This five-item, seven-point Likert scale measures a person’s belief that his/her self-worth is based on performing better than others on a task or skill.
How much a person believes that a certain event would negatively affect his/her morale and pride is measured with five, seven-point items.
The extent to which a person believes that others view him/her as socially inferior is measured with three, seven-point Likert-type items.
The level of self-satisfaction and sense of accomplishment one feels as a result of something in particular is measured with five, nine-point unipolar items.
Four, ten point, semantic differentials are used to measure how positively or negatively a person feels about him- or her-self.
The six item, seven-point semantic differential scale is intended to measure how one feels, positively or negatively, about him- or her-self.
How proud and self-confident a person feels is measured in this scale with four, seven-point Likert-type items.
