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.
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How much effort a participant put into a study and how interesting he/she considered it to be is measured with four, seven-point items.
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.
