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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

usage

Four, seven-point items are used to measure the likelihood that a consumer will regularly wear sunscreen in the future as well as recommend that others do so too.

With four, seven-point Likert-type items, the scale measures the extent to which a person believes that a product can be used in a variety of situations.

How much a consumer likes and uses a product is measured with three, seven-point items.  Unlike most other measures of product attitude, this one makes most sense to use with people after they have bought a product and used it.

Using four, nine-point items, the scale measures a person’s intention to engage in behaviors related to using sunscreen.

The scale uses eight, five-point items to measure a person’s reasons for using the Internet which have to do with boredom, relaxation, and communicating with others.

Four, five-point Likert-type items are used to measure the integration of social media usage into a person’s lifestyle, particularly as it pertains to following companies and brands.

The extent to which a consumer habitually uses a particular product or brand for a purpose without consciously thinking about its choice is measured using four, five-point Likert-type items.  Four versions of the scale are described, varying based on which product and type of usage is being referred to: a product used regularly, a product that was replaced by another product that was used regularly, a product used rarely or not at all, and a product which was replaced by another product that ended up not being used much if at all.

A person’s beliefs regarding the need for careful usage of pesticides in the home are measured with three, seven-point Likert-type items.

The scale has four, five-point items that measure how much a person uses social media by tweeting, posting comments, and following others’ posts.

These four, seven-point Likert-type items measure the degree to which a consumer believes his/her social status can be positively affected by purchasing and using a particular product.