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.
behavioral
Using five, seven-point Likert-type items, the scale measures a person’s willingness to have a social media platform such as Facebook target advertisements at him/her based on information provided by the person in his/her profile.
The scale uses seven, seven-point Likert-type items to measure a person’s willingness to have advertisements targeted at him/her by a social media platform such as Facebook that are based on information gathered from the person’s behavior at the website.
A person’s desire and tendency to customize products when possible is measured with three, seven-point Likert-type items.
Six, yes/no items are used to measure how much a person indicates that he/she has engaged in financially related activities that are generally considered positive, e.g., put aside some money for financial emergencies.
How much a person is interested in direct banking and is diligent in selecting one is measured with four, seven-point Likert-type items.
Using three, seven-point Likert-type items, the scale measures a person’s inclination to refrain from investing in the stock market because of the risks involved.
The scale measures the degree to which a customer of a branded product or store engages in conspicuous behaviors that can be visually observed by others in order to communicate he/she is a customer of the brand. Three, seven-point Likert-type items compose the scale.
This three-item, seven-point scale measures a person’s inclination at the current time to react toward others in a physically violent manner if threatened. The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies.
How much a person indicates an inclination to engage in three particular behaviors with respect to a website is measured with a seven-point Likert-type format.
How much a person thought about a branded product while dealing with it in a game is measured using three, seven-point Likert-type items. The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.
