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.
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).
