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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

ownership

Using seven statements, this scale measures the degree to which a person believes that he/she is familiar with and has experience using goods and/or services in a particular domain.  Versions of the scale are described for tech products, fast-food restaurants, personal banking, movie theaters, and social media websites.

This scale uses four, seven-point Likert-type items to measure the degree to which a person believes that advertising makes people buy and consume products too much.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

How likely a person believes it is that he/she will choose a product sharing program rather than buying a certain product is measure with three, six-point items.

Three, six-point Likert-type items measure a person's belief that a product that is shared with others is just as good as one that is personally owned.

How much an object is worth to a person is measured in this scale with three items.  Although the scale might be used for other purposes, it makes the most sense when used with an object that has been owned or associated with someone who could be viewed by the respondent as a "celebrity."  Even if that person is not liked, the association may lead to the object being valued more by the respondent than it otherwise would have been.

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.

Using eight, six-point, Likert-type scale items, the scale measures a dimension of attachment that has to do with a person's in-depth knowledge of an owned object and desire to spend considerable resources on it.

This six item, six point, Likert-type scale measures a dimension of attachment that has to with a person's feelings of attraction, desire, and excitement with regard to an owned object.

This six-item, five-point Likert-type scale can be used to measure how much consumers have a relationship with a product and feel that it belongs to them even though they do not legally possess it.

This three item, seven-point Likert-type scale measures the degree to which a person has a feeling of owning an object without actually having possession of it.  While it might be possible to use the scale when people do have some legitimate legal claim to an object, it was not developed for that purpose but instead was meant for occasions when people do not possess an object but feel as if they do.