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.
choice
The scale is composed of six items meant to measure a person’s motivation to process
information from an advertisement at the time of brand choice.
Three, seven-point items measure how much a person expects that his/her spouse would disagree if aware of a particular choice was made.
Seven, seven-point Likert-type items measure a person’s tendency to view one’s choices and behavior to be a strong indication of his/her personality.
How much variety of choice a consumer believes there is in a table of product options and attribute information is measured with three, seven-point items.
How much a person is interested in direct banking and is diligent in selecting one is measured with four, seven-point Likert-type items.
The scale uses four, seven-point Likert-type items to measure how much a customer believes a particular bank he/she uses was a wise choice and provides the needed services.
A person’s feeling of freedom to decide how to respond to a donation request is measured with four, six-point items.
Four, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.
Three, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.
Five Likert-type items are used to measure the degree to which a person experiences a feeling of well-being with respect to a particular choice he/she has made. Two slightly different versions of the scale are provided: one that allows for comparison of two decision options and another version that focuses on just one option.
