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.
personality
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
The degree to which a person has positive expectations about his/her future is measured with five, five-point Likert items.
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.
With four, seven-point Likert-type items, the scale measures whether a person has a habitual mental attitude in which self-distinctiveness is emphasized or, at the other extreme, an integration mindset in which assimilation and cooperation are emphasized.
Six, seven-point Likert-type items are used to measure one’s self-efficacy with regard to accomplishing goals in life despite obstacles.
Four, seven-point uni-polar items are used to measure how much a person is described as being kind and friendly. (Two versions of the scale are described, both having four items and three of them being in common.)
A person’s chronic motivation to critically evaluate alternatives in order to improve the quality of decisions that are made is measured with twelve, six-point Likert-type items.
The scale has twelve, six-point Likert-type items that measure a person’s chronic motivation to make progress towards achieving a goal in a direct manner without deviation and distraction.
A person’s preference for multitasking (switching attention among several ongoing tasks) rather than performing one task at a time until its completion is measured in the scale with 14 Likert-type items.
The scale uses ten items to measure a person’s tendency to be engaged in what he/she is doing with undivided attention rather than being distracted such as with multi-tasking and mind-wandering.
