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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

expectations

Four, five-point items are used to measure a person's attitude toward working for a particular company and the likelihood of seeking employment with it in the future.

The scale has four, seven-point Likert-type items that measure the degree to which a person is fixated on the negative consequences of his/her decisions rather than the positive.

The scale has three ten-point items that are used to measure the level of pleasure a person anticipates having with respect to some future experience.

Six, seven-point Likert-type items are used in this scale to measure the degree to which a person consciously considers potential consequences before making decisions including their likelihood and significance.

The scale attempts to measure a consumer's tendency to experience greater satisfaction (dissatisfaction) than the average consumer when products perform better (worse) than expected.

Ten, nine-point items are used to measure the degree of disconfirmation a person experiences in his/her expectations regarding some music.

Three, seven-point Likert-type items are used to measure the degree to which a consumer was sure that a service provider would resolve a problem about which a complaint had been made.

Three, nine-point items are used to measure the stated probability a customer would voice his/her opinion to a service manager and demand a refund because of a negative service-related experience. As phrased by Bonifield and Cole (2008), the statements were hypothetical because the subjects in their study were asked to respond to an incident in a video they watched. Simple rephrasing of the items enables them to be used when customers have actually experienced something (when it is real rather than hypothetical).

The intended purpose of this five item scale is to measure the degree of self-assuredness someone has about an attitude toward some object.

The scale is composed of four Likert-type statements that measure the degree to which a person views a company as supporting a cause because various groups important to it (customers, employees, society in general) expect it to do so.