The Marketing Scales Handbook is indispensable 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.
Optimism (General)
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.
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