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Scale Reviews

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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

Temporal Orientation (Present)

How much a person reports thinking mostly about what is happening at the current time is measured in this scale using five, seven-point Likert-type items.  While none of the statements explicitly refer to the past or the future, the implication is that the focus is more on the present than on those other time periods.