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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

attitudes

The scale uses three, nine-point Likert-type items to measure the degree to which a person views a product in general terms because of difficulty in understanding or knowing its specific characteristics.

The four item, nine-point scale attempts to assess a consumer's perception of the justness or equitability of a certain price for a certain product.

The three item scale assesses the degree to which a person views somebody or something as having made mistakes. The scale was called transgression index by Aaker, Fournier, and Brasel (2004) and used with reference to a fictitious company.

Three, four-point statements are used to assess the degree to which a consumer views the managers at a specified company as acting appropriately if/when factory closings are being considered. As used in the study by Klein, Smith, and John (2004), the items appear to be scored such that high scores suggest a person believes it would be flagrantly offensive to close factories unnecessarily.

The seven point semantic differential scale measures the degree to which a person's evaluation of the propriety of some stimulus is based upon beliefs shaped early in life by sources such as the family.

The scale is composed of four, seven-point Likert-type statements that are intended to measure a person's attitude regarding the effort required to learn and use something. Nysveen, Pederson and Thorbjørnsen (2005) used the scale with mobile services but it appears to be amenable for use with goods as well.

Four, seven-point Likert-type items are used to measure a person's perceptions of the amount of effort an employee has put into a particular service encounter.

The scale has three, seven-point Likert-type statements that measure the degree to which a consumer believes that a good or service is free from effort when being used. Meuter et al. (2005) referred to this scale as complexity because they were studying the five key characteristics thought to influence adoption of innovations (Rogers 2003).

The eight item, seven-point Likert-type scale measures the degree of confidence and trust a person has in politicians and the government.

Five, seven-point Likert-type statements are used to assess a person's attitude about a political system with an emphasis on statements reflecting distrust and lack on confidence in the system.