The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
love
A consumer’s belief that a product or set of products connote warmth and passion in some way is measured with three, seven-point Likert-type items. The product, the producer, and the manner in which “love” is conveyed are not specified in the items themselves.
The scale uses five, seven-point Likert-type items to measure the degree of love and devotion a person has toward GOD.
The scale has three items and measures the degree to which a person thinks the production process for a product gave it a sense of love. Two slightly different versions of the scale are provided in this review. They are similar in the statements but differ in their response formats. One is a Likert-type scale that is useful for measuring one product/brand while the other is for comparing two products/brands.
The scale measures a person’s positive affective state at a particular point in time characterized by feelings of affection and closeness. A two-item version as well as a version with three-items were used by Cavanaugh, Bettman, and Luce (2015).
With six, seven-point Likert-type items, the scale measures a person’s general and enduring tendency to experience feelings of closeness and trust with other people.
Three, seven-point Likert-type items are used to measure a person’s interest in taking advantage of sexual opportunities with different partners.
The degree to which a certain man is viewed as being in love with a certain woman is measured using three, seven-point items. (The items appear to be easily adaptable for use with other interpersonal relationships as discussed further below.)
The scale uses three, seven-point items to measure the self-expressed likelihood that one would go after and even seduce a particular man. (The items appear to be easily adaptable for other interpersonal relationships as discussed further below.)
One's lack of close relationships with family members and a romantic partner from whom support and encouragement can be received is measured with ten, seven-point Likert-type items.
Three, six-point, Likert-type scale items are used to measure a dimension of attachment that has to with a person's devotion to an owned object and dedication to maintaining an enduring relationship with it.
