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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

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.

The scale uses Likert-type items to measure how much a person believes that he/she would not patronize (shop, return to, use) an establishment again in the future and, instead, go to a different one.  Two- and three-item versions are described.

Five, seven-point Likert-type items measure a consumer’s commitment to buy a particular brand in the future if it is available. 

The scale measures a customer’s intention to continue purchasing a specified good from the same specified retailer as was purchased from in the past.  Four, seven-point Likert-type items compose the scale.  The sentences are stated hypothetically but can be easily adapted for measuring actual repurchase intentions by replacing the word “would” in each sentence with “will.”

With six, seven-point items, the scale measures the likelihood that a person will download and use a mobile financial app in various ways.

With three, seven-point Likert-type items, the scale measures the extent to which a person contacted someone or an organization that has legal expertise and may help with a complaint against a party.  (The party is not explicitly referred to in the scale but a fitting example would be a service provider.)

How much a person expresses willingness and likelihood of recycling is measured with three, seven-point items.

Using three, seven-point items, the scale measures the extent to which a person who has been exposed to information that encouraged recycling thought about how recycled materials can be “transformed” into new products and/or packages.