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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

The belief that one’s personal space would be restricted if one were in a particular physical environment is measured in this scale with three Likert-type items. 

Using a Likert-type response format, the scale measures the degree to which a person thinks that relevant others believe customers ought to be friendly to employees, especially to those at stores who provide service.  Items for both a four-item and a two-item version are described.

The extent to which a person would actively avoid interacting with others if he/she were in a certain physical environment is measured with three, seven-point items. 

The belief that one’s parent(s) firmly directed the children while they were growing up and expected unquestioning obedience is measured with ten Likert items.

This scale uses ten Likert items to measure the degree to which a person believes that his/her parent(s) provided clear and firm direction for their kids while they were growing up but were reasonable and flexible as well.

With ten Likert items, the scale measures the degree to which a person believes that his/her parent(s) made few demands on the kids while they were growing up and allowed them to regulate their own activities.

The scale uses three, seven-point Likert items to measure the degree to which the feedback provided by a customer to a service provider is meant to show concern for the future of their relationship.

Three, seven-point Likert items are used to measure the degree to which a person indicates having a social connection with a particular person in the past.

How much a customer believes that other people would approve if he/her acted unfriendly to a particular employee is measured by the scale.  The scale is useful when it is assumed that the actions of an employee could motivate customers to be unfriendly.  Items for both an eight-item and a five-item version are described.

The scale measures how common a person believes it is in a certain setting for people to behave in ways that are unfriendly.  The scale was made for use in a situation where customers interact with service employees.  However, the items appear like they could be used with minimal changes in many other contexts as long as people are interacting with others using verbal and non-verbal means to express unfriendliness.  Items for both an eleven-item and a seven-item version are described.