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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

values

This scale has six, seven-point Likert-type items that measure a person’s belief that people can make a new beginning with hope of a better life, despite his/her past or present circumstances.

The belief that there are opportunities for anyone to make economic progress and be successful through hard work is measured with five, seven-point Likert-type items.

Seven Likert-type items measure the degree to which a person believes that he/she is treated fairly, in general, and receives what is deserved.

Using six, nine-point Likert-type items, the scale measures the degree to which a person believes that consuming a particular product or brand would help attain some of his/her life goals. 

The degree to which a person is willing to make sacrifices for the long-term good of society as well as for other causes of personal importance is measured with seven, seven-point Likert-type items.

Three, seven-point Likert-type items are used to measure the degree to which a person believes a particular company is socially active due to its genuine concern and unselfish motivation.

Six, seven-point Likert-type items are used to measure the degree to which a person expresses support for environmental protection through his/her purchases and consumption.

The degree to which a consumer believes that using a particular product would be consistent with his/her values is measured with three, five-point Likert-type items.  

The scale uses three, five-point Likert-type items to measure a person’s beliefs about the level of materialism of one of his/her parents.  (The scale is completed twice if assessment of both parents’ materialism is of interest.)

Four, eight-point items measure the importance a person places on protecting the ecosystem and living in harmony with it.