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.
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.
