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.
visual
The scale uses three, seven-point uni-polar items to measure the degree to which a person believes a particular object is nice looking. The scale is general in the sense that the items refer to visual beauty overall rather than to a particular type of prettiness.
The clarity with which a person has a picture in his/her mind of a particular object or event is measured with three, seven-point items.
This seven-point scale measures how much a consumer believes one smartphone is similar to another phone on four characteristics related to ease of use.
The scale measures the extent to which a visual pattern, such as in a print advertisement, is interpreted as indicating motion, particularly forward movement. Four, seven-point semantic differential phrases compose the scale.
The scale uses three, seven-point Likert-type items to measure how much a person visually imagined shopping in a store as well as picturing possible sets of associated products that could be used together.
The scale measures the degree to which a customer of a branded product or store engages in conspicuous behaviors that can be visually observed by others in order to communicate he/she is a customer of the brand. Three, seven-point Likert-type items compose the scale.
How much a person was able to see the visual aspects of a hologram is measured with three, seven-point Likert-type items.
How unique and noticed a person believes he/she would feel with a certain product is measured with three, seven-point items.
How likeable and aesthetically pleasing an object appears to be is measured with three, nine-point semantic differentials. The items might be used with non-visual objects, such as with sounds, but they seem most appropriate for use when the objects are being rated visually.
Six, nine-point Likert-type items are used to measure the degree to which a person is easily able to imagine how furniture would look in a dwelling (house or apartment).
