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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

perception

With five, seven-point bi-polar adjectives, the scale measures the degree of ease or difficulty with which a person is able to mentally process some information.

The extent to which a person perceives an object to be tangible and realistic-looking is measured with three, uni-polar items.

The extent to which a person feels that an object is close to one’s self rather than far away is measured using four, seven-point items.

The scale measures the extent to which a visual pattern, such as in a print advertisement, is interpreted as indicating motion, particularly forward movement.  Four, seven-point semantic differential phrases compose the scale.

Three Likert-type items are used to measure a person’s sense of having been in a mediated environment or virtual reality that had characters and/or objects. 

The scale uses three, seven-point Likert-type items to measure how much a person visually imagined shopping in a store as well as picturing possible sets of associated products that could be used together.

How much a person was able to see the visual aspects of a hologram is measured with three, seven-point Likert-type items.

The scale uses four Likert-type items to measure a person’s degree of involvement in a mediated environment that felt intense and enjoyable. 

The degree to which a person focused his/her attention on something specific (stated in the items) is measured with three questions and a ten-point response scale.

With three Likert-type items, the scale measures a person’s attitude regarding the naturalness and solidness of a mediated environment that he/she has experienced.