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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

The scale is composed of four, seven-point items that measure the extent to which a person reports paying attention to an particular advertisement vs. something else during a recent exposure episode. Briley and Aaker (2006) referred to the scale as index of available attention resources.

The scale is composed of three, seven-point semantic differentials that measure the degree to which a person feels that there is not enough time available to perform a specific task. In the study by Suri and Monroe (2003), the scale was used with subjects who had been asked to evaluate some product-related information in a certain period of time.

This four item, seven point scale is intended to measure the perceived cognitive effort involved in answering a question. The scale was referred to by a variety of names: the effort index by Menon, Raghubir, and Schwarz (1995), the accessibility manipulation by Raghubir and Menon (1998), the cognitive effort index by Menon, Block, and Ramanathan (2002), and the difficulty index by Menon and Raghubir (2003).

The scale is composed of three questions that are intended to measure the amount of difficulty a person has had in stating reasons for a behavior or decision he/she has made.

The scale is composed of four statements that measure the extent to which a consumer has thought about how to get a product and use it.

Eight, nine-point semantic differential items are employed to measure the level of interest a person had while reading a product description. In the study by Johar (1995), the product description was in an advertisement. In the study by Chakravarti and Janiszewski (2003) subjects read several product descriptions provided by the authors which were received in text form after clicking on brand names as part of a computer-aided task.

Three, seven-point semantic differentials are used to measure the level at which a person reports being motivated to process some specific information. In the study by Suri and Monroe (2003), the scale was used with subjects who had been asked to evaluate some product-related information.

Three, seven-point semantic differentials are used to measure the degree of focus a person has on a particular activity, as in an experiment, with the emphasis being on how much the person's attention was diverted from the task to something else.

Three, seven-point Likert-type statements are used to assess the earnestness with which a subject engaged in an experimental task that involved reading an ad and making a purchase decision.

The scale has four semantic-differentials and is intended to measure how easy a person views something to be or to have been. In Tybout et al. (2005), subjects were asked about the ease of giving reasons to drive a particular car.