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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

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.

Using four, seven-point Likert-type items, the scale measures a person’s belief that the sponsor of an event truly cares about it and thinks it deserves support.

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.