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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

goals

How much a person believes that an advertising message explains why customers should participate in an activity is measured with three, seven-point Likert-type items.

Using six, nine-point Likert-type items, the scale measures the degree to which a person believes that consuming a particular product or brand would help attain some of his/her life goals. 

Using three, seven-point Likert-type items, the scale measures the extent to which a customer decides in a store to switch from accomplishing the intended goal to working on one or more other goals.  The goals themselves are not defined in the items themselves.  Further, the items do not specific whether the behavior is limited to a specific shopping trip or frequently occurs across stores and time. 

Six, seven-point Likert-type items measure how much a person believes he/she can stick to a budget, avoid spending when necessary, and accomplish financial goals.

A person’s confidence in his/her ability to accomplish financial goals is measured with seven Likert items.

Six, seven-point Likert-type items are used to measure one’s self-efficacy with regard to accomplishing goals in life despite obstacles.

The seven-point Likert-type scale has three items that measure the degree to which a person believes there would be a negative impact on the achievement of his/her long-term goals if money was drawn from savings that was set aside.

The scale uses three, seven-point items to measure how much advancement a person believes he/she has made towards achieving of a self-regulatory objective.

Using four, seven-point Likert-type items, the scale measures to what degree a participant in a research project believes that her/she knows what is being studied, with an emphasis on awareness of the hypotheses being tested.  

The five, seven-point items in the scale measure how dedicated a person is to achieving a specified goal and how much he/she will work to reach it.