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.
skepticism
The scale has three, seven-point items which measure a person’s disbelief that a particular company is one of the worst ones in its industry as reported by a major consumer organization. The scale instructions frame the situation as hypothetical but minor changes could make the scale amenable for use with an actual event.
The degree to which a person is apprehensive and distrusting of other people in general is measured with four, seven-point unipolar items.
Seven-point Likert-type items are used to measure a consumer’s skepticism about improvement claims being made about a product by the company. A two- and three-item version are discussed.
Three, seven-point items are used to measure a shopper's belief that a particular retailer advertises sales prices in order to attract customers even though the prices have not been discounted much.
A person's doubt that the regular price of a product was stated truthfully in an advertisement is measured with three, seven point Likert-type items.
The degree to which a person believes that a store uses low-price guarantees to attract customers even though it does not have the lowest prices in the market area is measured with three, seven-point Likert-type items.
The scale is composed of four, seven-point Likert-type items intended to measure the believability of claims made in the promotion of a so-called "green" product. Although the statements are amenable for use with respect to claims for "green" products in general, they may be best suited for use with one product at a time.
Three statements are used in this scale to measure the degree to which a person believes that a certain store uses a form of sales promotion that is insincere and that misleads customers.
Three items measure the level of doubt and uncertainty a consumer has with the veracity of some stimulus. In the study by Babin, Boles, and Darden (1995), the stimulus being evaluated was a car salesperson as described in some text. In the study by Taylor, Halstead, and Haynes (2010), the focus was on the "marketer" who supposedly had placed a certain ad in a telephone directory.
The scale is composed of four statements with a seven-point Likert-type response format and is intended to measure the degree to which a person is doubtful that a claim made by a marketer about its "low prices" is true.
