I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
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Four, seven-point Likert-type items measure a person’s usage of two media at the same time to perform one or more tasks. To be clear, the scale focuses on what a person did in a particular situation rather than his/her tendency over time to multi-task.
The pride a person feels after accomplishing a particular task is measured with four, seven-point Likert items.
Four, seven-point Likert items are used to measure the degree of confidence a person has in his/her capability to learn a particular task and competently perform it.
How complex and time-consuming a task is considered to be is measured with three, seven-point Likert items.
The degree of difficulty a person expresses in choosing one brand from among several in a product category is measured with three, seven-point semantic differentials.
How much a person enjoyed a particular activity is measured with five, seven-point uni-polar items.
With three, seven-point items, the scale measures the degree to which a person was daydreaming or thinking about other things during a particular task.
Five, seven-point items are used to measure how much effort a person put into a particular task as well as how relevant it was.
Five, seven-point items measure how much cognitive effort a person put into reading some information.
The scale uses three, seven-point items to measure the degree to which a person believes a particular task in which he/she has participated was fun and interesting.
