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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

kindness

How much a person views him/herself as sympathetic and concerned about others is measured with three, seven-point Likert-type items.

How much a person tries to help others and wants to do things to make them happy is measured with four, seven-point Likert-type items.

How kind and friendly something appears to be is measured with seven-point items.  Three similar versions are described and, depending upon the version, the scales seem to be flexible for use with a variety of objects such as people, animals, and brands.

The degree to which something is viewed as sincere, friendly, and good-natured is measured with six, seven-point uni-polar items.  The scale is general in the sense that it has been used with respect to both individuals and organizations.

Four, seven-point uni-polar items are used to measure how much a person is described as being kind and friendly.  (Two versions of the scale are described, both having four items and three of them being in common.)

How friendly and sociable a person appears to be is measured with four, seven-point semantic differentials. 

Four, seven-point semantic-differentials compose the scale and measure how much a person believes that something (person, organization, action) is kind and ethical or, at the other extreme, cruel and immoral.

The scale uses four, seven-point unipolar items to measure how caring and kind a person is considered to be.

Fourteen, five-point Likert-type items are used to measure a person’s trait-like tendency to be concerned about the needs of others as well as expecting help from them when needed.

The degree to which a person considers another person to be friendly and caring about him/herself (the person completing the scale) is measured with five, seven-point semantic differentials.