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.
sensitivity
A person’s beliefs about the degree to which he/she is prone to changing attitudes or having them changed is measured with sixteen, seven-point Likert-type items.
The degree to which a person describes a person as having traits stereotypically associated with females is measured in this scale with three, five-point unipolar items.
The scale has three, seven-point items that measure a person’s tendency to notice and attend to his/her emotions and changing moods.
The seven, seven-point items in this scale are intended to measure a person’s self-consciousness regarding the way he/she looks and the desire to look good to others.
Seven, five-point items are used to measure a personality trait having to do with the amount of attention given to one's health and to monitoring any changes.
The four, seven-point items composing this scale attempt to measure a person's trait-like tendency to feel compassion and/or sympathy for others, particularly those who are suffering.
The degree to which a person experiences strong, negative affective responses to the expectation or occurrence of unpleasant events is measured with seven items.
The scale has three, seven-point Likert-type items intended to measure a person's positive reaction to another person's nonverbal expression of emotion.
A person's negative reaction to the nonverbal expression of emotion by another person is measured in this scale with three, seven-point Likert-type items.
The tendency for a person's emotions to be adjusted, possibly subconsciously, to match those of another person is measured in this scale with eight, seven-point Likert-type items.
