The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
kindness
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.
Three semantic differentials are used to measure how cooperative and kind a person is. As used by Fisher and Ma (2014), the judgement is made regarding someone else rather than oneself.
Three unipolar items are used with a seven-point response format to describe the kindness-related trait of some object such as a person or an organization.
The degree to which a person exhibits a set of moral traits that are visible to others in his/her behavior is measured in this scale with five, seven-point Likert-type items. The traits are typified by compassion and trustworthiness.
The four item, seven-point Likert-type scale measures the degree to which a consumer believes that the support provided by a particular business organization to a charity is generous and unselfish.
