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Scale Reviews

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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


The scale is composed of Likert-type statements intended to capture the emphasis a person places on material things and the belief that those things bring happiness.

The seven-item, seven-point Likert-type scale measures the value a person places on having a family and spending time with them.

The scale is composed of five, five-point Likert-type statements that measure how essential a consumer believes a computer to be in his/her home.

Four, nine-point statements are used to measure the value placed by a person on self-restraint and self-transcendence in order to minimize social disruption.

Five, five-point Likert-type statements are used to assess the degree to which a consumer believes that a computer has changed key aspects of his/her life, particularly in the home.

Five, nine-point statements are used to assess the value placed by a person on personal success with an emphasis on demonstration of competence in accordance with social standards so as to gain social approval.

The scale is composed of three, open-ended statements intended to measure the extent to which one watches television, the emphasis being on the number of hours spent watching TV per day.

The scale is composed of seven, five-point Likert-type statements measuring how a person compares his/her family's standard of living (financial well-being, status, happiness) compared to the typical people shown on television, with the emphasis being on families shown in commercials.

The scale is composed of thirteen, five-point items measuring the frequency with which a person reports watching specific types of programs on television.

The three-item scale is intended to measure a person's sense of the probability that he/she will contract a certain illness or disease.