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Testimonial

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

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.

Five, seven-point Likert-type items measure a person’s enjoyment of trying unfamiliar experiences. Although three of the statements are general and do not indicate what is being experienced, two items mention products.

The scale uses five, seven-point Likert-type items to measure a trait-like attachment style characterized by the fear of rejection and abandonment.

A person’s tendency or ability to consider the point of view of other people is measured with seven items.

How much a person relies on his/her feelings in making decisions across situations is measured with seven, seven-point items.

The importance a person places on his/her affective and behavioral involvement with close others is measured with five, seven-point Likert-type items.

The extent to which a person views him/herself as being regimented and having self-control is measured with three, seven-point items.

This six item, six-point Likert-type scale measures an individual difference characteristic that varies between people by how much weight is placed on “reason” versus “feelings” when making decisions.  Three of the statements refer to financial or product choice situations while the other three items are more general.

With five, six-point Likert-type items, the scale measures the degree to which a person tends to process information such that it is conscious, intentional, analytic, and relatively affect free.

With seven, seven-point items, the scale is used to measure the degree to which a person is characterized by one of two trait-like “modes” of attention: focus on the immediate environment (experiencing) or stimuli-independent thought (mind wandering).