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.
confidence
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.
