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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

behavioral

The degree of loyalty a customer has to a particular agent, even if the agent moved to another company in the same industry, is measured with three, five-point items.

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

Five, seven-point items are used to measure the extent to which a consumer is actively considering what to do with a particular new product in order to achieve positive outcomes and avoid negative ones.

A person’s expressed probability of traveling to a particular foreign country as a tourist is measured with three, seven-point items.

A person’s expected enjoyment of a store as well as his/her willingness to shop there and recommend it to friends is measured with three, seven-point Likert-type items.  The sentences are hypothetical because the store was only described for purposes of the study with words and images.

With three, seven-point questions, the scale measures a person’s stated likelihood of going to a particular retailer, website, or other destination in the next three days.

A consumer’s likelihood of using a smartphone in a store when searching for product and price information is measured with five, seven-point items.

The scale uses three, seven-point Likert-type items to measure how much a person’s reason for engaging in a particular behavior was to take advantage of the opportunity that appeared to be available.

A person’s chronic behavior to categorize all manner of things is measured with three, seven-point items. 

The scale measures a person’s motivation to have a lot of things because of the belief it will bring happiness.  A three-item scale and a five-item version are described.  The latter emphasizes that the desire is felt at the moment.