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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

personality

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

How much a person describes another person as a friend who is likable and fun to be around is measured with four, five-point Likert-type items.

A person’s belief that he/she is lucky and frequently experiences it is measured with five, seven-point Likert-type items.

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 degree to which a consumer views a particular possession of his/hers as an extension of self is measured with six, seven-point Likert-like items. 

Seven, seven-point Likert-type items measure a person’s tendency to view one’s choices and behavior to be a strong indication of his/her personality.

Five, seven-point Likert-type items are used in this scale to measure how much a person believes he/she would be communicating self-identity to others if posts about products were made at a particular social media site.

Three, seven-point items measure how much a consumer identifies with a brand and feels connected to it.

The desire to engage in outdoor sports and other activities that involve speed or danger is measured with fourteen, five-point Likert-type items.