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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

How a consumer expects to feel after using a particular product is measured with eight, seven-point uni-polar items.

Composed of four, seven-point Likert-type items, this scale measures a person’s expected embarrassment if a particular group is joined and members become aware of his/her attribute that is stigmatized.    

Because of a personal attribute one has, this three-item, seven-point Likert-type scale measures a person’s expectation that it could be beneficial to share insights with others in a particular context.  The scale may be most relevant if the characteristic is something that is stigmatized, e.g., weight, addiction, criminal activity.    

Composed of nine, seven-point Likert-type items, the scale measures the degree to which a person believes he/she deserves more than others because of being special and not due to effort or skill.

The importance a person places on instructions and procedures to guide his/her expectations, particularly in a work context, is measured with five, seven-point Likert-type items. 

The scale has six, seven-point unipolar items that measure how much a person believes that referring someone for something in particular (not explicitly stated in the scale) would make him/her feel bad about it.  Because the object of the referral is not stated in the items nor the scale stem, the measure is flexible for use in a variety of contexts. 

Using nine, seven-point unipolar items, the scale measures how much a friend is expected to have a positive reaction upon hearing that a person has recommended him/her for something.  The person filling out the scale is the recommender and is a friend of the one being referred.  What the friend is being recommended for is not stated in the items themselves, which makes the scale useful in a variety of contexts. 

Seven-point Likert-type items are used to measure a person’s belief that a particular organization expects something in return from people when it gives something to them (quid pro quo).  Two versions of the scale are described.

With four, seven-point items, the scale measures how much a consumer expects that if he/she does not take advantage of a current sale that it will be a mistake.

Four semantic differentials are used to measure the degree to which a person believes that if he/she hired a particular person for a stated job, the outcome would be good.