Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
leisure
This scale is composed of three, seven-point items that measure how much a person believes another person is busy at work rather than spending time in leisure activities.
The scale measures the degree to which a person views a particular activity as being like a chore and requiring effort to do. Two- and three-item versions have been tested as have versions with slightly different items.
Five, six-point Likert-type items are used to measure the degree to which a person describes a behavior of his/hers as not being routine, planned, or anticipated. The behavior investigated by Unger (1981; Unger and Kernan 1983) was subjective leisure. In the study by Guiry, Mägi, and Lutz (2006) the behavior was recreational shopping.
This is a five-item, six-point Likert-type scale that is supposed to measure the degree to which a person describes an activity or experience as being so absorbing that everything else is forgotten for a while. This scale was simply called involvement by Unger (1981; Unger and Kernan 1983) and the activity investigated was subjective leisure. In the study by Guiry, Mägi, and Lutz (2006) the activity was recreational shopping.
The extent to which a consumer indicates that shopping is something he/she likes to do is measured using seven-point Likert-type statements.
Three, seven-point semantic differentials are used to measure the degree to which a person considers the normal price charged for a particular good, service, or activity make the deal a good value.
The degree to which a person indicates being a fan of some form of entertainment, particularly a sports team, is measured in this scale by three, seven-point Likert-type items.
