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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

sharing

The scale has three, seven-point items that measure the degree to which a person has shared information with another person in order to help and prepare him/her for a particular “experience.”

The scale is composed of four, seven-point Likert-type items that measure a person’s interest and willingness to spread information about a particular product review to his/her Twitter followers.  Another aspect mentioned in two of the items is the name of the person, potentially a celebrity, who endorsed the product.

With five, seven-point Likert-type items the scale measures the degree to which a person believes that expressing one's opinion to someone else about a brand provides insight into who one is and what is valued.

Three, seven-point Likert-type items compose the scale and measure a person's desire to help other people be more informed consumers by providing them with his/her opinion about a certain brand.

The degree to which a person believes that expressing his/her opinion about a certain brand to someone will help the relationship is measured with three, seven-point Likert-type items.

The scale uses three statements to measure the degree to which a consumer likes Internet shopping sites to facilitate the connection of shoppers so they can share ideas and help each other.  As currently phrased, the items are not specific to a particular website but rather to shopping sites in general.

How familiar a person is with product sharing programs for a specific product category is measured with three, six-point Likert-type items.

How likely a person believes it is that he/she will choose a product sharing program rather than buying a certain product is measure with three, six-point items.

The scale uses three, six-point Likert-type items to measure the belief a person has that involvement in a product sharing system would be approved by his/her reference groups.

Three, six-point Likert-type items measure a person's belief that a product that is shared with others is just as good as one that is personally owned.