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.
participation
How much a person believes that an advertising message explains why customers should participate in an activity is measured with three, seven-point Likert-type items.
Three, seven-point Likert-type items are used to measure the degree to which a person believes an advertising message stresses how customers can participate in an activity.
Using six items, this scale not only measures how strongly a person identifies with a particular gender but how important that identity is to his/her self-image.
The degree to which a person felt involved in an activity rather than just passively observing it is measured with four, seven-point Likert-type items. While the scale was made for use in a product demonstration context, it appears to be amenable for use in other contexts where people can either actively participate in something or just watch.
The scale has three statements that measure the degree to which a person believes that a particular product is the result of cooperation between the customer and the producer.
Six, seven-point Likert-type items are used to measure how much a customer feels some control over the interaction with a salesperson by actively participating in a discussion of goods and/or services appropriate for his/her needs.
A person’s intention to participate in a particular exercise at a certain level is measured with three, nine-point Likert-type items.
Five unipolar items with a Likert-type response format measure the extent of effort and time invested by a consumer in a specific product assembling process.
The belief that a large amount of a website’s content is created by its users and substantially contributes to its value is measured with three, seven-point Likert-type items.
A person's belief in his-/her capability to participate effectively is measured in this scale with four, five-point Likert-type statements. Although the statements are not specific to any particular activity or context, instructions could be used with the scale to make it more focused.
