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.
loss
How important it was to a person to avoid potential losses when making a particular financial decision is measured with three questions and a seven-point response format.
The degree to which a person derives pleasure from the suffering that someone or something else has experienced due to his/her actions is measured with seven items.
Three, seven-point semantic differentials are used in this scale to measure a person’s judgement of whether an advertisement emphasized benefits gained by the person taking an action or the losses and costs if the action was not taken.
Three, eleven point Likert-type items are used to measure the importance a person placed on winning a particular auction he/she was involved in with other bidders.
Three, seven-point items measure a person’s belief that an e-mail message he/she has received is risky in some way. (The type of risk is not specified in the scale.)
A customer's belief regarding how bad a problem was created by a particular product failure he/she experienced is measured in this scale with four, five-point Likert-type items.
This three item, seven-point scale is intended to measure the degree to which a person who is participating in some sort of a gamble is experiencing stress about not winning.
The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person views the purchase of a particular product in the next year to have unspecified negative consequences associated with it.
