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.
learning
The scale is composed of eighteen Likert-type items that are supposed to measure a person's tendency to engage in and enjoy effortful information processing. Abbreviated versions of the scale have been used by Ailawadi, Neslin, and Gedenk (2001), Kopalle and Lindsay-Mullikin (2003), and Cotte and Wood (2004).
Four, seven-point Likert-type statements are used to measure a person's attitude regarding the extent to which an Internet-usage task has challenged his/her abilities. The scale was called navigational challenge by Mathwick and Rigdon (2004).
How easily a person believes that a certain product can be used or learn to be used is measured in this scale with eight, seven-point statements. Thompson et al. (2005) referred to the scale as product usability.
The scale is composed of three, nine-point Likert-type items measuring the degree to which a consumer views there to be "learning costs" associated with the advertised new features of a product, that is, the cognitive effort required to become familiar and experienced with the features in order to use them effectively.
The seven-item scale is intended to measure a person's opinion of an advertisement he/she has been exposed to with an emphasis on how informative it is and how influential it could be.
The scale is composed of five, eleven-point statements measuring at what age a parent believes a normal child is aware of the advertising-related activities that are used to influence him/her.
The scale is composed of three, seven-point items measuring the degree to which a consumer considers him/herself to be knowledgeable and experienced compared to others as it regards various types of products within a category.
The scale is composed of five, five-point Likert-type items that appear to capture the extent to which a person uses the web due to its ability to help locate information quickly and cheaply.
The scale is composed of five, eleven-point statements measuring at what age a parent believes that a typical child is able to engage in certain activities that indicate the beginning of the "consumer" role. Although children "consume" products from the day they are born, the skills referred to in this scale are those that develop later when children become more active and independent such as when they begin to purchase products themselves.
