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.
knowledge
This is a four-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good way to learn about a product's social aspects, with an emphasis on who appears to use it.
A five-item, seven-point Likert-type scale is used to measure the degree to which an endorser is viewed as being knowledgeable about a topic.
This scale is a seven-item, seven-point measure of the amount of confidence a consumer has in "personal independent" sources (relative or friend) as well as "personal advocate" sources (store manager or employee).
The seven-item, seven-point scale assesses a person's understanding of cars, with particular emphasis on having familiarity with the purchase process.
Four, seven-point Likert-type items measure a consumer's reported knowledge of brands in a specified product category as well as the important criteria to use in making a selection.
This five-item, seven-point scale is used to measure various aspects (knowledge, use, importance) of a consumer's involvement with several product categories.
The scale is composed of four, seven-point Likert-type items that measure a consumer's perceived knowledge of brands in a specified product category as well as the confidence to make purchase decisions and give advice to others about the product class.
A three-item, seven-point Likert-type scale is used to measure a consumer's familiarity with and interest in a specified food product category. Cole and Balasubramanian (1993) studied breakfast cereal.
A three-item, seven-point Likert-type scale is used to measure the degree to which a person would feel in control in a particular setting and be able to influence outcomes.
A three-item, seven-point scale is used to assess the ease of using a computer to perform some task that a person reports experiencing.
