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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

integrity

The scale has six items that are used to measure the degree to which a customer believes a particular salesperson is competent and has high integrity.

Six, nine-point semantic differentials measure the degree to which a consumer believes a product is an accurate fulfillment of the creator’s vision.

Twelve, seven-point, uni-polar items are used to describe how much a person’s moral character is characterized by traits such as altruism, sincerity, and purity.

How much a person views another person as generous and caring is measured in this scale with four unipolar items.  Application of this scale to measuring the altruism of entities other than individual persons seems possible.

How innocent and wholesome a person is judged to be is measured with four uni-polar items and a seven-point Likert-type response format.

A person’s level of trust in the benevolence, integrity, and competence of someone who has sent him/her a product-related message via e-mail is measured with nine, seven-point items.

The degree to which a person is motivated to live up to his/her standards in support of some issue or value is measured with three, seven-point questions.  The scale is adaptable for use with reference to a variety of issues.

A four-item, seven-point Likert-type scale is used to measure the degree to which a person who has filled out a questionnaire believes his/her responses will remain anonymous.

Five, five-point Likert-type items measure the degree to which a person believes that a business has professional standards that guide its activities and which the person likes.

Three bi-polar adjectives are used in this scale to measure the perceived propriety of some object or situation.