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Testimonial

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

inculcation

The scale is composed of four, seven-point statements measuring beliefs about promotion and product quality issues that have been communicated in some way from a parent to a child. Two versions of the scale are presented (below). One has to do with the frequency with which these beliefs have been communicated by the parents. The other focuses on the degree of influence the parent's opinions have had on the child.

The scale is composed of four, seven-point statements measuring preferences at the brand, store, and company levels that have been communicated in some way from a parent to a child. Two versions of the scale are presented (below). One has to do with the frequency with which these preferences have been communicated by the parents. The other focuses on the level of influence the parent's opinions have had on the child.

Four, seven-point items are used to measure a child's beliefs about various aspects of "proper" consumer behavior (paying bills, decision-making, purchasing) that have been communicated in some way by a parent. Two versions of the scale are presented (below). One has to do with the frequency with which these skills have been communicated by the parents. The other focuses on the degree of influence parent's opinions have had on the child.