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.
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.
