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 scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.
With four Likert-type statements, the scale measures how easy a consumer believes it was to compare the healthiness of some similar products by using the information available on their packages.
The efficacy and likelihood that a “treatment” will cure a “condition” are measured with five, nine-point questions. The particular treatment and condition are specified in the items.
Five, nine-point Likert-type items compose the scale and measure a person’s confidence that one will successfully manage his/her health by engaging in a certain activity. (The activity can be specified by the researcher.)
With three, 101-point items, the purpose of the scale is to measure how far into the future a certain health problem is believed to be.
The extent to which a person believes that he/she was able to control the level of privacy experienced in a particular situation is measured using four, seven-point, Likert-type items.
In this scale, four, seven-point semantic differentials evaluate how positive or negative a person’s attitude is toward a brand name. A three-item version is also described.
With three items, this scale measures a consumer’s belief that a brand expresses interest in being part of one’s life.
This three-item scale measures the belief that a brand is attempting to build a sense of closeness between itself and the consumer (the respondent).
A customer’s belief that something such as a particular brand or company is better than the alternatives and that he/she is loyal to it, is measured using three, nine-point Likert-type items.
