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.
religion
This scale has three, seven-point items that measure the degree to which a viewer believes that a particular person in an advertisement belongs to a religious minority in the country.
Composed of four, seven-point items, the scale measures how much a person spends time with other members of a religious organization, enjoys it, and contributes to it.
The strength of belief in the existence of GOD and its involvement in one’s life is measured with three, seven-point items.
The degree to which a person is thinking about faith in GOD at the moment is measured in this scale with three, seven-point questions.
Composed of five items, the scale measures how much a person has a heartfelt faith for a particular religion characterized by such things as confidence in his/her religious beliefs, desire to live by those beliefs, and willingness to defend them publicly.
Five, six-point items are used to measure the extent to which a person describes his/her faith (unspecified) as providing meaning to life and affecting aspects of how he/she lives.
With three, seven-point items, the scale is intended to measure how much a person engages in particular religious activities: praying, reading scripture, and attending services.
The degree to which a person believes the fundamental tenets of a religion, such as the reality of GOD, is measured using four, seven-point Likert-type items.
The extent to which a person is superstitious is measured based his/her belief in three phenomena that, if genuine, would violate basic limiting principles of science.
A person's strong negative reaction to a decision or action taken by a church is measured using three, seven-point Likert-type items. Although two of the items use the term "church," they could be easily modified for use with a variety of organizations, religious or not.
