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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

personality

The tendency for a person to notice or attend to a variety of stimuli, both internal (such as thoughts and feelings) as well as external (such as sights, sounds, and smells) is measured with 12 items.

Seven, seven-point items are used in this scale to measure a person’s enduring belief that he/she is superior to others and makes him/herself the center of attention.

The scale uses four, five-point items to measure a person’s tendency to put off making decisions and acting upon them.

This nine item, seven-point Likert-type scale measures a consumer’s chronic tendency to save money that is incorporated into his/her lifestyle.

Five, seven-point Likert-type items measure a person’s enjoyment of trying unfamiliar experiences. Although three of the statements are general and do not indicate what is being experienced, two items mention products.

The scale uses five, seven-point Likert-type items to measure a trait-like attachment style characterized by the fear of rejection and abandonment.

A person’s tendency or ability to consider the point of view of other people is measured with seven items.

How much a person relies on his/her feelings in making decisions across situations is measured with seven, seven-point items.

The importance a person places on his/her affective and behavioral involvement with close others is measured with five, seven-point Likert-type items.

The extent to which a person views him/herself as being regimented and having self-control is measured with three, seven-point items.