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.
values
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.
The importance a person places on hard work to attain financial rewards and social power is measured with five, eight-point items.
The degree to which a person believes that, in general, one person’s good outcomes come at the expense of another person is measured with six, 10-point Likert-type items.
Four, nine-point items measure how positive a person feels about a brand and how well it represents the ideal values one has for his/her country.
With seven items, the scale measures the extent to which a person generally believes that people get what they deserve in life because “the world” is fair.
