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Testimonial

The Marketing Scales Handbook is indispensable 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

Seven, seven-point items are used in this scale to measure a person’s enduring belief that he/she is superior to others and makes him/herself the center of attention.

The scale uses four, five-point items to measure a person’s tendency to put off making decisions and acting upon them.

This nine item, seven-point Likert-type scale measures a consumer’s chronic tendency to save money that is incorporated into his/her lifestyle.

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.