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.
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.
The extent to which a person is routinely seeking better alternatives in many aspects of life is measured with six, seven-point Likert-type items.
Seven items assess the degree to which a person exhibits a trait-like tendency characterized by lack of behavioral and cognitive control.
Composed of nine, seven-point Likert-type items, the scale measures the degree to which a person believes he/she deserves more than others because of being special and not due to effort or skill.
The importance a person places on instructions and procedures to guide his/her expectations, particularly in a work context, is measured with five, seven-point Likert-type items.
Using four, seven-point uni-polar items, the scale measures how much a person believes his/her personality to be dependable and disciplined rather than disorganized and careless.
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.
