I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
expectations
How stimulating and exciting something is (or is expected to be) to the senses is measured with three, nine-point items.
Three, seven-point items measure the degree to which a person believes he/she is performing well so far in a class and meeting his/her grade expectations.
How well a person believes he/she performed on a particular test and met his/her expectations is measured with five, seven-point items.
With eight, six-point Likert-type items, the scale measures how much at a particular moment in time one’s motivation is to be around people and situations in which he/she has high certainty of what to expect.
The four, seven-point items in the scale measure how much a person anticipates before making a product choice that he/she will feel personally responsible and unhappy if a poor option is selected. More specifically, the items are phrased such that the focus is on making the choice based on how the options vary on one critical product attribute.
A person’s belief that a particular service will be good is measured in this scale with four, seven-point items.
How much one’s uncertainty about something is determined to some degree by randomness is measured with three, five-point Likert-type items. The scale is amenable for use with a wide variety of issues.
With four, seven-point items, the scale measures how much a person believes that he/she will feel unhappy and powerless if there is a failure to experience what was expected with regard to a product choice decision. The items are phrased such that the focus is on making the choice based on how the options vary on one critical product attribute.
The degree to which a person has positive expectations about his/her future is measured with six, seven-point Likert-type 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.
