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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

comfortable

This seven-point scale measures how much a consumer believes one smartphone is similar to another phone on four characteristics related to ease of use.

The pleasantness and ease felt when performing an activity is measured with four, seven-point semantic-differentials.  The scale is particularly appropriate when the context involves real or imagined haptic cues.

Four, seven-point semantic differentials are used to measure the degree to which an object has a texture that feels comfortable and gentle against the skin.

The scale has four, seven-point Likert-type items that measure how much a person believes a particular object has a fine texture and feels plush.

The scale measures a person’s anxiety that is based on some sort of a physical restriction being experienced.  Two versions of the scale are described that are slightly different in the number of items and the response scales used with them.

Six, eleven-point unit-polar items are used to measure how soft and pleasing an object is judged to be.  The scale appears to most useful when measuring a sensation associated with the sense of touch.  

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.

How a person feels (affectively) about his/her financial status is measured with four, nine-point semantic differentials.

The scale employs eight, ten-point items to measure how stress-free and comfortable a person feels with respect to his/her financial condition.

How cozy and cushiony a person judges a particular object to be is measured with three, nine-point semantic differentials.  Although “comfortable” can be thought of in emotional or social terms, this scale is most suited for use when rating physical objects, particularly ones that can be sat or laid on, e.g., chairs, sofas, beds.