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.
Heroic
A three-item, six-point scale is used to measure the degree to which a person describes feeling a sense of victory and/or patriotism upon exposure to some stimulus (e.g., music). Phrasing of the scale was such that it measured a respondent's emotional reaction to a stimulus rather than attitude toward the stimulus itself.
Key Words