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Scale Reviews

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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


Composed of four, seven-point items, the scale measures a person’s confidence in his/her ability to eat a healthy diet for a specified time period.

Using three, 10-point items, the scale measures the belief and confidence that one has the ability to address his/her mental health concerns, particularly with respect to anxiety and depression.

Four, seven-point items measure how much one person believes another person is true to him- or herself.

The scale uses five, seven-point items to measure how much a person believes a brand’s name connotes traits such as competitiveness and independence.

Composed of five items, the scale measures how much a person has a heartfelt faith for a particular religion characterized by such things as confidence in his/her religious beliefs, desire to live by those beliefs, and willingness to defend them publicly.

Four, seven-point Likert-type items measure how confident and in control of decisions a shopper felt about what to buy and how much to spend that day.

Three, seven-point Likert items are used to measure a person’s belief that he/she has the ability to produce novel ideas and solve problems creatively. 

The belief that one manages his/her own money well is measured using three, seven-point items.

Using four, seven-point Likert-type items, this scale measures a person’s confidence in his/her ability to achieve personal goals.

The scale is composed of five Likert-type statements that are used to measure one’s confidence in his/her ability to buy the “right” brand that will lead to a satisfying outcome.