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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

threats

With five items, the scale measures a person’s sensitivity to the threat of illness and the transmission of disease with respect to a variety of specific objects and situations. 

Twelve items measure the degree to which a person considers a wide variety of specific objects and situations to be repugnant, particularly if they are viewed as threatening one’s health.

Four questions and a seven-point response scale are used to measure how much a person believes the side effects of a medicinal drug are serious and threatening.

Five, seven-point Likert-type items measure a customer’s attitude regarding his/her susceptibility to being harmed because of the personal information collected by a company.

Four, seven-point semantic differentials are used to measure one's belief that he/she was being observed in a particular situation.

The scale uses four, nine-point items to measure the extent to which it is believed that something, such as a particular person or group, is corrupting society and harming social order.

Using four, seven-point Likert-type items, the scale measures the degree to which a person is sensitive about the way companies handle personal information because he/she believes privacy is very important.

Five, seven-point Likert-type items are used to measure the degree to which a person expresses the desire to engage in behaviors that would damage a brand as well as stores and employees that sell the product.

Composed of five, seven-point items, the scale measures how unprotected and unprepared a person feels with respect to the threats coming from the “world” around him/her.

How much a person feels overwhelmed and lacking control within a particular environment is measured with five, seven-point items.