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.
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.
