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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

motivation

The scale is composed of six items meant to measure a person’s motivation to process
information from an advertisement at the time of brand choice.

The scale uses three, seven-point Likert-type items to measure how much a person’s reason for engaging in a particular behavior was to take advantage of the opportunity that appeared to be available.

A person’s chronic behavior to categorize all manner of things is measured with three, seven-point items. 

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 has four, seven-point Likert-type items that measure the amount of competition one feels there is between his/her self-identities.  The particular identities referred to in the sentences are ideal and ought.  

The link between two of one’s self-identities is measured with four, seven-point Likert-type items.  The particular identities referred to in the sentences are ideal and ought.  

The scale has three, seven-point Likert-type items that measure how much a person is motivated to seek something stimulating and satisfying at the current time.

Composed of three, seven-point items, the scale measures how much a person believes that the current day's weather is making him/her and other people feel good.

How much a consumer wants to know more about a particular sale is measured with three, seven-point items.

How much a person felt close to a particular person during an initial interaction and wants to spend more time with him/her is measured with three, five-point Likert-type items.