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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

Measuring Consumers' GOD-Related Beliefs

Over half of the people in the world are monotheistic according to the Pew Research Center.  No surprise there, I suppose.  The surprise, however, is how particular beliefs about GOD affect consumer persuasion processes and outcomes.  Yes, consumer scientists have studied it!  In the process, the tool they relied on to measure the beliefs has been multi-item scales, the ones for which the quality of the measurements can be assessed and quantified. The names of the most recent scales for measuring this topic that have been added to the Marketing Scales Database are GOD’s Help with Personal ProblemsGOD’s Intervention in One's Life, GOD’s Protection From Harm, and Self-Worth Due to GOD’s Love. These measures now join thousands of other scales in the database that have been used by scholars in their studies of what shapes consumers’ attitudes, emotions, intentions, values, and behaviors.