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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

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How much a consumer believes that a particular product he/she purchased was not identifiable to others nor did it draw attention.  For the scale to make sense, it probably should be used with respect to a retail store in which one’s shopping activity could be witnessed by others.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes the way an event is sponsored will increase his/her interest in the event and the likelihood of attending it.

Four, five-point items are used in this scale to measure an adolescent’s belief about what his/her parents would say if they did not want him/her to watch television, movies, or video games that contained too much violence.  Specifically, this belief is a characterized by the parents “restricting” the time the child spends with the unacceptable media content and providing rationale in which the perspective of the adolescent is taken seriously.

Four, seven-point semantic differentials are used to measure one's belief that he/she was being observed in a particular situation.

Four, four-point items are used to measure the extent to which a person watches, attends, and enjoys a particular sport.

Five Likert-type statements measure the relative degree to which a person focuses on programs when watching television or, instead, pays attention to something else.

Six, seven-point Likert-type statements measure the relative level of television programming a person admits to viewing on a general basis.

The scale has three, seven-point statements that are intended to measure the extent to which a person was motivated to watch some ads during the commercial break of a certain program. Unlike some other measures of attention, this one focuses on the motivation to watch commercials in general during a certain show rather than one´s attention to a particular ad.

The scale is composed of seven, five-point Likert-type items intended to measure the extent to which a person believes that parents should control what their children watch on television. In the studies by Walsh, Laczniak, and Carlson (1998; Carlson, Laczniak, and Walsh 2001) the scale was responded to by mothers but it appears to be amenable for use with other types of respondents as well.

Nine, four-point statements are used to measure how much a child believes his/her mother controls his/her TV viewing in various specific ways.