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.
expertise
The scale is composed of three, seven-point Likert-type statements that measure the extent to which a person indicates that he/she is an informed consumer.
The seven-point scale is a measure of the relative knowledge a person reports having about cars and their operation compared to the "average" buyer. Srinivasan and Ratchford (1991) and Sambandam and Lord (1995) used a Likert version of the scale whereas Bottomley, Doyle, and Green (2000) used a semantic differential variation.
Ten, seven-point statements are used to assess a consumer's knowledge about and familiarity with automobiles, at least in terms of the information needed to make a purchase decision. The scale was called product experience by Mason et al. (2001).
The scale is composed of seven, seven-point Likert-type items that gauge the level of interest, experience, and expertise a person expresses having with regard to Internet-related services.
The scale measures the perceived trustworthiness and expertise of the source of a message. It has been measured using six bi-polar adjectives and a seven-point response format with the exception of Gotlieb and Swan (1990) who used just five items.
Three Likert-type items are used to measure the extent to which a person describes him- or herself as more knowledgeable about skin cancer than most people.
Four, five-point Likert-type statements are purported to measure the extent to which a person reports having a lot of experience with a product and knowledge of how to use it.
This three-item, five-point Likert-type scale is purported to measure a person's subjective knowledge about some specified category of products. The scale was apparently used twice by Beatty and Talpade (1994): once for the sample (teens) to evaluate relative contributions in a decision regarding a durable product for teenager use and another time related to a durable product for family use.
Three, nine-point items are used to measure the extent of knowledge a person reports having about some specified product class. The product category studied by Park, Mothersbaugh, and Feick (1994) was CD players.
This four-item, eight-point scale is intended to measure the degree of involvement a consumer has with a product. Zinkhan and Locander (1988) referred to this measure as product interest. The scale used by Zinkhan, Locander, and Leigh (1986) had only three items.
