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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

television

The scale is composed of four, five-point Likert-type statements measuring the extent to which a consumer reports consulting advertisements before making purchase decisions in order to make "better" decisions.

The scale is composed of three, five-point Likert-type statements used to measure a person's dislike of TV commercials and the tendency to engage in behaviors to avoid exposure to them.

The five-item, five-point scale measures the frequency with which a person watches television as a way of mentally escaping discomforts of life such as boredom, loneliness, and other problems.

The scale is composed of four, five-point items that measure the frequency with which a person watches television in order to hear the local, national, and international news.

The five-item, five-point scale measures the frequency with which a person watches television as a way of determining his/her normalcy, i.e., that there are others who share the same thoughts and behaviors.

The scale is composed of three, five-point items measuring the degree to which a parent reports actively controlling when, what, and how much television a child is allowed to watch.

The scale is composed of five, five-point Likert-type statements that measure the extent to which a person thinks that television provides an accurate portrayal of life the way it really is.

The purpose of the scale is to measure a person's perception of the quality of a particular television set. The scale is composed of five questions, each with a seven-point response format, that focus on functional aspects of the TV related to how well it was made.

Six, seven-point items are used to measure the extent to which several attributes are characteristic of some video product or class of products. Although each item could be viewed as a belief, summarizing them implies that they are related to each other and are tapping into a common attribute (product quality). Given the directions used by Gürhan-Canli and Maheswaran (2000), their scale measured one's attitude toward a class of products manufactured in a specified country. They referred to the scale as country-of-origin beliefs.  The items would be best fit televisions but might also be appropriate for DVRs and camcorders.

The scale is composed of three items used to measure a theater attendee's perception of the quality of acting observed at a specified theater. The items utilized different anchors on their response scales. The scale was called actor satisfaction by Garbarino and Johnson (1999).