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.
involvement
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
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.
The scale has four, seven-point Likert-type items that measure how important and fun shopping is to a person, in general.
A person’s tendency to not only express his/her concern for the environment via product-related decisions but also by engaging in other pro-environmental activities is measured with ten, seven-point items.
The degree to which a person has been persuaded by an advertisement to engage in behaviors that support of a particular cause is measured with six, 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.
The scale is composed of three, seven-point Likert-type items that measure a person’s belief that a particular company’s level of “social responsibility” depends upon the positive effect the activities have on product sales.
With four, five-point items, the Likert scale measures how actively a person thought about an object and, in particular, how useful he/she believed it could be.
The degree to which a person felt involved in an activity rather than just passively observing it is measured with four, seven-point Likert-type items. While the scale was made for use in a product demonstration context, it appears to be amenable for use in other contexts where people can either actively participate in something or just watch.
Using three, seven-point items, the scale measures the extent to which a person believes the rivalry between two teams is intensified because of the game in which they are pitted against each other. The scale is most suitable for sporting events which have two teams playing against each other or when the researcher’s desire is to focus participants’ attention on two of several teams in a multi-team event such as the Olympics.
