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Scale Reviews

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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

likeability

How much a person describes another person as a friend who is likable and fun to be around is measured with four, five-point Likert-type items.

Three, nine-point items measure the extent to which a consumer likes a particular offer and thinks it is good.  Typically, the measure would be used with respect to an opportunity to buy a product for a certain price.

The degree to which a person considers something to have been interesting and fun is measured with three items.

How likeable and aesthetically pleasing an object appears to be is measured with three, nine-point semantic differentials.  The items might be used with non-visual objects, such as with sounds, but they seem most appropriate for use when the objects are being rated visually.

How positive a person feels about the sponsor of an event is measured with three, seven-point Likert-type items.  The event being sponsored is not identified in the sentences themselves which makes the scale amenable for use with a wide variety of contexts.

How much a person likes customer referral programs in general and is likely to participate in them is measured with four, seven-point Likert-type items.

One’s attitude regarding how much he/she liked a person with whom he/she worked with in a particular joint task and the willingness to work with that person again is measured with three, seven-point items.

With three, seven-point Likert-type items, the scale measures a person’s belief that the way something was sponsored made him/her feel more positively towards sponsorship in general.

How much a person believes that the story behind the creation of a particular object is witty and likeable is measured with three, seven-point items. 

The scale has three, seven-point Likert-type items that measure a person’s overall attitude toward a particular color (unspecified in the sentences themselves).