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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

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The degree to which a person has positive expectations about his/her future is measured with six, seven-point Likert-type items.

Within a particular social network, the degree of concern a person has about following others and the riskiness of doing so is measured with six, seven-point items.

Three, seven-point items are used to measure how much a person is motivated and feels “right” about his/her reactions to some stimulus.

This Likert-type scale measures the degree of comfort and confidence a person feels regarding a statement he/she has written defending a moral stance taken on a subject.

The scale measures the degree to which a person has positive expectations for his/her future.  Two versions of the scale are described: one with three, seven-point Likert items and another with five, five-point Likert items.

The scale is composed of six, seven-point Likert-type statements that measure the degree to which a person perceives there to be risk in buying a certain product due to doubt that it will satisfactorily perform the tasks for which it is intended.

A five-item, Likert-type scale is used to measure the degree to which a person asserts his/her opinion in an unyielding manner.