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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


The scale has four, five-point items that measure how much a person uses social media by tweeting, posting comments, and following others’ posts.

With three, seven-point items, the scale is intended to measure how much a person engages in particular religious activities: praying, reading scripture, and attending services.

How much a person has had a particular experience is measured with four, five-point items.

The scale has ten, seven-point items intended to measure the degree to which a person uses social media to monitor and stay current with brands, retailers, and consumers of products in a certain product category.

Three, seven-point items measure a consumer's annoyance with the quantity of times a company has contacted him/her.  Although written with respect to e-mail messages, the items appear to be flexible for use with several other forms of contact such as phone calls, text messages, advertisements, and paper mail.

With three, seven-point items, this scale measures how much a person believes that he/she would use a specified good or service. 

How much a person plays video games and loves doing so is measured in this scale with three, seven-point items.

Using three, five-point Likert-type statements, this scale measures the degree to which a person believes that usage of a health-related good/service could lead to unintended reactions.  The construct being measured is akin to the uncertainty component of perceived risk (e.g., Cox 1967; Dowling 1986).

This three-item, five-point, Likert-type summated ratings scale is used to measure the frequency with which a consumer reports experiencing shame or remorse after shopping. The scale was referred to as remorse by O'Guinn and Faber (1989).

This three-item, five-point scale is used to assess a person's experience with the fear-related emotion. The directions and response scale can be worded so as to measure the intensity of the emotional state at the present time or they can be adjusted to measure the frequency with which a person has experienced the emotion during some specified time period. One-word items were used in the study by Westbrook and Oliver (1991) and phrases based on those same items were used by Allen, Machleit, and Kleine (1992).