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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

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.