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.
interest
Using three, four-point items, the scale measures how often a person has negative thoughts about commercials. The scale was made for use by children.
How much effort a participant put into a study and how interesting he/she considered it to be is measured with four, seven-point items.
How much a person believes that the story behind the creation of a particular object is witty and likeable is measured with three, seven-point items.
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.
