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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

expectations

The degree to which a person has positive expectations about his/her future is measured with five, five-point Likert items.

The scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.

Three, ten-point items are used in this scale to measure how well a customer’s experiences with a brand compare to his/her expectations and the ideal product.

Four, seven-point Likert-type items are used to measure the degree to which a consumer expresses having an enjoyable experience with a purchased product he/has worked to create with the producer.

A customer’s belief that a service agent’s performance was good and, in fact, better than expected is measured with three, seven-point Likert-type items.

With three, nine-point items, the scale measures a customer’s belief that the performance of a particular store or company met his/her expectations and that a good decision was made.

How much a person anticipates that if a particular meal is eaten then he/she would feel bad and sorry about it afterwards.  A three- and a four-item version are discussed.  Each item has its own unique semantic differential and a 101-point sliding scale.

A customer’s beliefs regarding the anticipated quality of a company’s branded goods or services (before he/she has experienced the product) is measured with three, ten-point items.

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. 

The six item, seven-point scale measures the degree to which a person experiences feelings of anticipation such as excitement (at one extreme) or apprehension (at the other extreme) with regard to an upcoming event or activity.