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
This is a two-item, seven-point Likert-like scale measuring a consumer's inclination to actively look for a brand and purchase it for his/her own use or as a gift for another person.
A seven-item, seven-point Likert-type scale is used to measure the degree to which a person reports him/herself to like shopping around and gathering product information even if not immediately needing to buy anything. Raju (1980) referred to the measure as exploration through shopping.
A three-item, five-point Likert-type scale is used to measure the degree to which a parent reports discussing the content of advertising with his/her child.
An 11-item, five-point scale is used in measuring adolescents' expectations about their consumer roles once they start to work and raise a family. The role reflects things "good" consumers are supposed to do or not do.
This is a seven-item, six-point, Likert-type scale that measures a person's interest in shopping at home by phone or mail.
