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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

perception

The scale is composed of six, five-point, uni-polar items that are intended to measure how much of a person's capacity to pay attention has been reached or exceeded.

This semantic differential scale is intended to measure the ease and clarity with which a person has processed something, e.g., an ad, a movie, a speech.  The construct is sometimes referred to as fluency.

The degree to which a person views an object has having human-like qualities is measured in this scale with three, seven-point Likert-type items.

The level of thinking and attention a person devotes to a certain activity or stimulus is measured in this scale with three, seven-point semantic differentials.

The scale has four, five-point items that measure how much a person experiences a loss of time consciousness and awareness of his/her physical surroundings when at a particular website.

The degree to which some information or object has evoked thoughts of self and family is measured in this scale with three, seven-point items.

The perceived heaviness of an object is measured in this scale using three, nine-point bi-polar adjectives.

The perceived difficulty a person has had in processing a message (e.g., advertisement, instructions, request) is measured in this scale using three, seven-point semantic differentials.  The scale was called fluency by White and Peloza (2009) and processing fluency by White, MacDonnell, and Dahl (2011).

Three items are used in this scale to measure how well a person judges his/her performance to have been of a recently completed task.

Ten, five point Likert-like items are used in this scale to measure the degree to which a person who has recently engaged in a certain task describes his/her processing of information to have been done in a logical, rule-based manner.