I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
interest
The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.
How much a person attentively watched a television program and considered it to be fascinating is measured in the scale with three, seven-point Likert-type 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.
With three, seven-point Likert-type items, the scale measures not only the degree to which a person considers a particular advertisement to be interesting but that he/she was involved in it.
The interest and fun a customer expresses with respect to assembling products is measured using four, seven-point Likert-type items.
The scale uses four, seven-point Likert-type items to measure a person’s belief that he/she has greater experience with, interest in, and usage of the internet than most people.
A person’s expressed interest in the message content of an ad and the attention he/she paid to it is measured with three, seven-point Likert-type items.
Four, seven-point items measure a person’s interest in a specified object and how important it is to him/her. The scale is general in the sense that it can be easily adapted for use with a wide variety of objects to which a person may be involved, mostly likely of an enduring nature. Unlike many, if not most, general measures of involvement that are composed of semantic differentials, the items in this scale are Likert-type.
The extent to which a customer believes a particular service provider expresses genuine interest in him/her and encourages communication is measured with four items.
