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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

A person's description of his/her level of innovativeness and originality is measured with three, five-point uni-polar items.

Four, seven-point Likert-type items compose the scale and measure the degree to which a person views himself/herself as being creative.

Seven, five-point items are used to measure a personality trait having to do with the amount of attention given to one's health and to monitoring any changes.

One's chronic desire to make the optimal choice when making decisions is measured with four, nine-point items.  The construct attempting to be measured is the opposite of what is sometimes referred to as satisficing.

The scale is intended to measure the strength of the connection between a person's self-concept and a product.  Six, seven-point items compose the scale.

How much a person likes to study math and is confident in his/her mathematical aptitude is measured in this scale with four, seven-point Likert-type items.

With eight, seven-point Likert-type items, the scale measures the tendency of a person to use numerical information, to engage in thinking with such information, and to enjoy it.

The four, seven-point items composing this scale attempt to measure a person's trait-like tendency to feel compassion and/or sympathy for others, particularly those who are suffering.

The extent to which a person expresses his/her identity by watching a particular event is measured with three items.

How much a person reports thinking mostly about what is happening at the current time is measured in this scale using five, seven-point Likert-type items.  While none of the statements explicitly refer to the past or the future, the implication is that the focus is more on the present than on those other time periods.