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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

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 scale uses three, seven-point items to measure a person’s preference for normality and routine in his/her life rather than change.

Nine, four-point items are used to measure how much a person engages in self-examination and introspection.

With four, seven-point items, the scale measures one’s motivation to increase his/her knowledge and the willingness to change how the “world” is understood.

Six, seven-point Likert-type items measure a person’s ability to sustain effort despite hardships and setbacks.

With six, seven-point Likert-type items the scale measures a person’s ability to recover from stressful events that are experienced.

How much one wants to be in control of his/her life, most particularly his/her job, is measured with three, seven-point Likert-type items.

The degree to which a person has positive expectations about his/her future is measured with six, seven-point Likert-type 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.