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Testimonial

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

materialism

The scale measures a person’s motivation to have a lot of things because of the belief it will bring happiness.  A three-item scale and a five-item version are described.  The latter emphasizes that the desire is felt at the moment.

The scale uses three, five-point Likert-type items to measure a person’s beliefs about the level of materialism of one of his/her parents.  (The scale is completed twice if assessment of both parents’ materialism is of interest.)

A person’s motivation to achieve and/or accumulate external indicators of success such as wealth, power, and status is measured with three statements.

The scale uses six, seven-point Likert-type items to measure a person’s general belief that having money is necessary in order to have a happy life and this "need" is not just true of the respondent; all people need money.

This scale uses four, seven-point Likert-type items to measure the degree to which a person believes that advertising makes people buy and consume products too much.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

The degree to which a person buys a product because of the value derived from using it is measured with three, seven-point items.  This seems to be tapping into a utilitarian-type of consumption motivation.

The degree to which a person consumes a product because of the value derived from owning it is measured in this scale using three, seven-point items.

This four-item, five-point scale measures the frequency with which a person engages in behaviors that reflect a materially simple lifestyle with particular emphasis on buying second-hand items and not using a car for transportation.

This scale is composed of six, five-point Likert-type items that measure the degree to which a person is oriented toward possessing goods and money as a means of personal happiness and social progress.

This scale is composed of three, seven-point Likert-type items that are intended to measure the degree to which a consumer expresses a preoccupation with purchasing products regardless of "need" (obsession) which is exhibited in his/her repetitive buying behavior (compulsion).