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Testimonial

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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

social

How much a person has experienced the feeling of being isolated and ostracized is measured with three, seven-point items.  Clear instructions should be provided to participants so that they respond with respect to a particular time period.

The scale uses four, nine-point items to measure the extent to which it is believed that something, such as a particular person or group, is corrupting society and harming social order.

Three, seven-point semantic differentials compose the scale and measure the extent to which a person feels strong and in-control at a particular point in time.  To be clear, this scale was created to measure a person’s state rather than a personality trait or enduring characteristic. 

How friendly and sociable a person appears to be is measured with four, seven-point semantic differentials. 

Within a particular social network, the degree of concern a person has about following others and the riskiness of doing so is measured with six, seven-point items.

Three, seven-point items are used to measure how much a person is concerned about posting something in a social medium because of what others will think and whether the posting will affect his/her acceptance.

The scale measures the degree to which a customer believes that the relationship between him/her and a particular service firm is such that the parties are genuinely willing to help each other and put the other’s needs above their own.  Eight, seven-point Likert-type items compose the measure.

Four, seven-point Likert-type items measure a customer’s belief that his/her relationship with a particular service firm is such that the parties look out for their own interests first and foremost.

Three, seven-point items are used to measure how much a person believes that talking to another person about a particular topic could produce a favorable impression for him/herself.

With four Likert-type items, the scale measures a person’s identification with people around the world as well as the desire to know what is happening to them.