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Testimonial

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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

irritation

The scale is composed of three, seven-point items measuring the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid ads appearing in magazines.

The scale is composed of three, seven-point items measuring the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid or ignore ads appearing in newspapers.

The scale is composed of three, seven-point items intended to measure the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid direct mail advertising.

The uni-polar scale is intended to measure the extent to which a person considers a website to lack clear structure and ease of use. It is composed of four terms and utilizes a five-point response format.

A three-item, six-point scale is used to measure the degree to which a person describes feeling a sense of anger and possibly hatred on exposure to some stimulus. Phrasing of the scale was such that it measured the respondent's emotional reaction to a stimulus rather than the attitude toward the stimulus itself.

Three semantic differentials are used to measure the difficulty a person would have in making a purchase decision with regard to particular product category, with an emphasis on the extent to which the consumer would be personally disturbed about making a bad decision. Perhaps this means that the consumer thinks his/her pride would be damaged by making a poor choice. This appears to be a measure of the consequences component of perceived risk but it has been viewed by its users as a measure of a form of involvement.

Three one-word items are used to measure the extent to which a consumer feels that the wait he or she has experienced in a service encounter has been frustrating.