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.
fun
The scale has four, seven-point Likert-type items that measure how important and fun shopping is to a person, in general.
The scale measures the degree to which a person liked a particular experience he/she had. Versions with two and four items are described.
How much a person liked a particular experience and thought it was fun is measured in this scale with four, nine-point items.
How much a person enjoyed a particular activity is measured with five, seven-point uni-polar items.
The scale uses three, seven-point items to measure the degree to which a person believes a particular task in which he/she has participated was fun and interesting.
The degree to which a person believes an information-related activity or object is enjoyable as well as worthy of exploration is measured with four, seven-point Likert-type items. The scale may make most sense in a context where the object being assessed is a lesson, demonstration, or presentation.
Four, seven-point items are used to measure how much a person believes a particular choice process required some effort yet was fun.
The interest and fun a customer expresses with respect to assembling products is measured using four, seven-point Likert-type items.
This three item, eleven-point Likert-type is intended to measure how stimulated and competitive a person felt when bidding against other people in a particular auction.
The five statements composing this scale are used to measure the degree to which a consumer believes that part of a particular store’s value is that shopping in it would be a pleasurable experience. The statements are phrased hypothetically in order to fit situations in which respondents have not actually shopped at the store though they know enough about it to have an opinion.
