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
The enjoyment a consumer experiences by being involved in programs offered by companies that give rewards for helping to recruit new customers is measured with three, seven-point Likert-type items. The sentences are phrased such that they make most sense for those who have participated in such programs.
The scale measures a person’s willingness to visit a particular community and be involved with it.
How much a person likes customer referral programs in general and is likely to participate in them is measured with four, seven-point Likert-type items.
With three, seven-point Likert-type items, the scale measures the extent to which a person actively participated in a particular decision-making process with another person and, afterward, felt accountable for the decision that was made.
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.
