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.
irritation
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.
Six, eleven-point unit-polar items are used to measure how soft and pleasing an object is judged to be. The scale appears to most useful when measuring a sensation associated with the sense of touch.
The scale uses three, five-point Likert-type items to measure the degree to which a customer believes that employees of a business engaged in behaviors that infringed on one’s space and activities in the establishment.
Using three, five-point Likert-type items, the scale measures the degree to which a customer felt pressure from the employees of a retail establishment to quickly make a decision and finish activity there.
The scale has seven, seven-point Likert-type items that measure the degree to which a consumer is motivated to resist a specific object, such as an ad, that is believed to have been forced upon him/her. The emphasis is on the impropriety of the object rather than how much it limits one’s decision-making freedom.
The degree to which a person has negative beliefs about advertising in general is measured with five, five-point Likert-type items.
How easy and enjoyable a person believes a task to be is measured with three, nine-point bi-polar adjectives.
This scale uses four, seven-point items to measure the degree to which a person believes that an e-mail message he/she has received from a company is annoying and confusing.
Three statements are used to measure the extent to which a customer believes that employees of a business engaged in behaviors that disturbed one’s activities in the establishment, with an emphasis on employee distractions near closing time.
Using four, uni-polar items, the scale measures the extent to which a person experienced feelings of resentment and outrage during a particular event.
