I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
theater
One's stated probability of going to an event is measured in this scale with five, nine-point items. Given the phrasing of the statements, the respondent should already have a ticket to attend the event and have some options about what to do with the ticket.
Four, five-point Likert-type items are used to measure a theater attendee's confidence in the quality and consistency of the shows produced by a specified theater. The scale was called trust by Garbarino and Johnson (1999).
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).
The scale is composed of three, five-point Likert-type items used to measure a theater attendee's plans for future behavioral involvement with a specified theater, such as attending productions and volunteering time.
Three items are used to measure a theater attendee's attitude about the physical facilities of a specified theater.
