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Testimonial

The Marketing Scales Handbook is indispensable 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

inspiration

The five-item Likert-scale measures a motivational state in which a customer’s imagination is stimulated by an evocative external stimulus.  In a consumer context, the inspiration is assumed to come from marketing activity although it is not stated in the items themselves.

The degree to which a customer is motivated by a stimulus (unspecified) toward the pursuit of a consumption-related goal is measured with a five-item Likert scale.  In a consumer context, the inspiration comes from some type of marketing activity and, as stated in the items, stimulates a purchase motivation.

How much a person experienced something that inspired him/her to do something is measured with four, seven-point items.  As phrased, this scale is general and could be applied in a wide variety of contexts where the focus is on a temporary state a person has experienced rather than an enduring trait.