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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


How much a person likes a particular gift is measured with four, seven-point items.

The attitude that a core-user of a brand has towards a group of non-core users is measured with three, seven-point semantic differentials.  Even though the scale was used by Bellezza and Keinan (2014) to measure attitudes of a brand’s core users toward non-core users, the items themselves appear to be flexible for use in a wide variety of situations where a person’s general opinion of another group of people needs to be measured.

Four, seven-point Likert-type items are used to measure a person’s attitude regarding so-called “green” products, with an emphasis on how much the person likes them and believes they are good for the environment.

Nine, seven-point items are used to measure how close one feels to a particular person and how likely the person would fit in one’s “in-group.”

The degree to which a customer likes a store brand and believes its quality to be high is measured in this scale using three items. 

Using three, five-point Likert-type items, the scale measures the degree to which a person has a positive opinion of product ads placed within video games.  As currently phrased, the statements are not specific to any particular game or facet of the advertising but apply to in-game advertising in general.

Using six items, this scale measures how positively a person evaluates a particular experience he/she has had.

How well a person likes a hotel and wants to stay there is measured with three, seven-point items.

A person's evaluation of a movie that he/she has seen is measured in this scale with seven, seven-point Likert-type items.  The scale is general in that it appears to be usable with any movie.  It may be adaptable for use with other forms of visual entertainment as well such as an episode of a TV series, a play, or a sporting event.

Six, seven-point semantic-differentials are employed in this scale to measure how beautiful and appealing something is believed to be.  The scale is general in the sense that it appears to be amenable for use with a wide variety of objects such as people, architecture, and art.