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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

attitudes

The extent to which a person likes a particular brand based on his/her experience overtime with multiple touchpoints is measured with four, seven-point items. 

The scale has three statements that measure how much a person believes the product information provided on a web page is exciting to multiple senses.

The scale has three, seven-point Likert-type items that measure how much a person believes she/he was able to move a hologram with his/her hands.

The degree to which a person believed that a hologram was moved because of his/her voice-commands is measured with three, seven-point Likert-type items.

The degree of responsiveness and dependability a person believes there is in a particular technological interface is measured in this scale with five, ten-point semantic-differentials.

A person’s feeling of freedom to decide how to respond to a donation request is measured with four, six-point items.

Three, seven-point items are used to measure how much a person believes that a particular donation made by a company was helpful and instrumental.  The name of the organization, cause, or person to which the donation was made can be specified in the sentences.

Three, seven-point Likert-type items are used to measure the belief that a branded mobile phone application responds quickly to one’s input.

The belief that fans of a particular sports team in a geographic area, such as a city, support the team and are different from the “average citizen” is measured with five, seven-point items.

The extent to which a branded mobile phone application helps a user believe its functionality is customized for him/her is measured with three, seven-point Likert-type items.