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
With six items, the scale measures the belief in one's capacity to initiate and sustain actions as well as to generate pathways in order to reach goals.
How much a person has recommended a particular real estate agent to others is measured with five, five-point items.
How much effort is expected by a person in order to refer a friend to a particular entity (opportunity, service, organization) is measured with three, seven-point unipolar items.
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.
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 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.
