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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

nostalgia

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.

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.

Four, five-point items are used to measure the degree to which a consumer likes to shop at second-hand outlets because they tend to carry older items with a special meaning to the shopper that new items do not have.

The ten-item, seven point Likert-type scale is intended to measure the degree to which a person experiences positive affect toward an advertisement because it evokes some memory of the person's past. The scale was called evoked nostalgia by Muehling and Sprott (2004) and general nostalgia evoked by the ad by Muehling and Parscal (2011).

It is an eight-item, nine-point Likert-type scale measuring the degree of preference one has towards objects that were more common in the past. This measure has also been referred to as attitude toward the past (ATP) and as the Nostalgia Index.