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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 pleased a customer is with a particular product assembly experience is measured with three, seven-point bi-polar adjectives.

How much a person likes a beverage based on the way it looks and tastes is measured with four, seven-point items.

A person’s attitude about a particular object is measured using three questions with seven-point response formats.  The scale is general in that it could be used to evaluate organizations, people, or activities, among other things.  Further, the scale has more to do with one’s overall feeling rather than beliefs about specific attributes.

How much a person likes a listed sale price is measured with three, seven-point items.  The items do not specify why the consumer likes the price.

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.