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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

perception

A three-item, six-point Likert-type scale is used to measure the degree to which a person indicates that a stimulus has evoked images and triggered memories.

A three-item scale is purported to measure the length of time a person perceives a delay to have lasted. Responses were measured in hours.

A three-item, seven-point semantic differential scale is used to measure the perceived "activity" of a stimulus.

This is a 14-item, seven-point semantic differential scale measuring the per ceived complexity of some specified stimulus. Modifications of this scale have been used in several studies as described below.

This three-item, seven-point semantic differential rating scale is used to measure the degree of importance a person places on a purchase decision for some product and the amount of attention devoted to it.

This three-item, seven-point semantic differential scale is used to measure how dynamic or elaborate a stimulus is perceived to be.

A 12-item, three-point summated ratings scale is used to measure a person's ability to control optical memory images. The full formal title for the scale is the Gordon Test of Visual Imagery Control.

A seven-item, seven-point semantic differential scale used in measuring a person's tendency to rely more on the functions associated with one brain hemisphere than on those associated with the other. The construct was referred to by Hirschman (1986) as cognitive function asymmetry.