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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

task

A three-item, nine-point summated ratings scale is used to measure a person's perception of the relative quality of a choice decision that was made with an electronic decision aid versus a choice made with the same information printed on paper but with the brands listed in random order.

A three-item, nine-point summated ratings scale is used to measure a person's perception of the relative difficulty involved in making a choice decision using an electronic decision aid versus a choice made with the same information printed on paper but with the brands listed in random order.

A five-item, seven-point Likert-type scale is used to measure the cognitive resources such as attention and concentration a person reports bringing to bear on a recently completed consumption-related choice activity.

The three-item, nine-point Likert-type scale is intended to measure the degree to which a consumer is motivated to shop for hedonic reasons (for fun) rather than for utilitarian reasons (merely to buy products). Kaltcheva and Weitz (2006) referred to the scale as motivational orientation. Although the scale stems they used with the items framed them for examining the motivation for a particular shopping incidence, rephrasing the stem could easily make the scale appropriate for measuring a consumer's longer term shopping orientation.

Seven-point Likert-type statements are used to measure a consumer's belief in his/her ability to successfully complete a specified task. The tasks examined by Meuter et al. (2005) were two kinds of self-service technologies. The scale was called ability in future co-creation by Dong, Evans, and Zou (2008) due to the context in which it was used.

The scale is composed of phrases that measure the cognitive effort a person believes was expended in processing a message or a decision.

The scale is composed of seven-point semantic differentials that are used to measure the degree to which a person was cognitively engaged in a task that involved reading.  As currently stated, the items are most appropriate for use when study participants are expected to carefully read some information about a product.

The scale is composed of three, six-point Likert-type items that measure the degree to which a person expresses having difficulty making a decision. The scale was called perceived ambiguity by Kardes et al. (2007).

Four, nine-point semantic-differentials are used in this scale to measure the level of ability and proficiency a person experienced during a recent creative activity.

The scale is composed of six, nine-point Likert-type items that measure the degree of pleasure a person reports feeling during a recent experience which heavily involved the person's creativity.