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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

memory

The scale measures a consumer’s belief that if he/she was wronged in some way by a brand and/or some employees associated with it then the memories of the unfair behavior would be an obsession.  Six, seven-point Likert-type items compose the scale.

The scale is composed of eight, nine-point Likert-type items that measure the pleasure one derives from recalling happy memories.

Five, seven-point items measure the degree to which an advertisement caused a person to think of happy events in his/her own life.

The extent to which a person has a positive sentimental attachment to a particular place due to some event(s) that occurred there is measured using four, seven-point Likert-type items.

Ten, seven-point Likert-type items are used to measure how knowledgeable a person reports being with regard to jokes.  Although the scale measures self-reported awareness and recall of jokes, it does not explicitly measure if a person believes him/herself to be funny in telling the jokes.

The clarity of the memory a person has of some particular object or event is measured with three, seven-point semantic differentials.

Four statements are used in this scale to measure how much a person focuses his/her attention on the past.

This Likert-type scale uses six, seven-point items to measure how interesting and original a person believes an advertisement is for a certain product.

Six, seven point Likert-type items measure the degree to which a person feels pleasure watching an ad because it evokes the memory of a time prior to when he/she was born.

The degree to which a person feels pleasure watching an ad because it evokes the memory of a specific time in that person’s past is measured in this scale with six, seven point Likert-type items.