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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

entitlement

This seven-item, seven-point Likert-type scale is used to measure a momentary self-centered and arrogant frame of mind.

How much a person believes that, as a result of some accomplishment or experience, he/she is justified in buying something for self as a reward is measured by five, seven-point items.

The scale has three statements that measure the extent to which a person believes him/herself to be a valuable customer of retail establishment and, thereby, deserving of special treatment from the employees.

The degree to which a customer believes that he/she has earned special treatment from someone or some organization for an unspecified reason is measured with seven-point, Likert-type items.

Three statements are used in this scale to measure the degree to which a person believes that he/she should receive a certain discount that is part of some promotion.

A person's belief that "the world" owes him or her something is measured in this scale with six, seven-point Likert-type statements.