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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

knowledge

Four, seven-point Likert-type items compose the scale and measure a person's ability to recognize so-called "green products" and distinguish them from products that are not "green."

The scale consists of three, seven-point Likert-type items and is intended to measure the degree to which a consumer not only expresses knowledge of a product's prices across competitors but knowledge of the product's individual component prices as well.  The scale probably is most suited for product categories characterized by "loose coupling" such that great freedom is offered to customers to mix components from different suppliers. 

The level of knowledge and personal experience a person reports having with dieting is measured in this scale using ten items with a seven-point response format.

The ten, seven-point Likert-type items in this scale measure the degree of interest a consumer has in knowing about new high-tech products as well as the desire to be among the first to buy them.

The level of importance a consumer places on knowing about and owning new technological products is measured in this six item, seven-point Likert-type scale.

How familiar a person is with product sharing programs for a specific product category is measured with three, six-point Likert-type items.

The scale uses five items to measure a person's level of confidence in regulating his/her food consumption.

The scale uses five items to measure a person's self-confidence in his/her ability to forward e-mail messages to others if the content is considered to have value for them. 

The scale uses three, seven-point Likert-type items to measure a consumer's subjective knowledge of the prices charged by stores for similar products and an understanding of their various price-related specials. 

The level of confidence a person has in his/her knowledge of prices for various brands in a particular product category is measured with three, seven-point Likert-type items.