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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

sensitivity

This six-item, seven-point Likert-type scale measures how much a consumer is generally concerned about product prices, especially when they are viewed as “high.”

A person’s beliefs about the degree to which he/she is prone to changing attitudes or having them changed is measured with sixteen, seven-point Likert-type items. 

The degree to which a person describes a person as having traits stereotypically associated with females is measured in this scale with three, five-point unipolar items.

The scale has three, seven-point items that measure a person’s tendency to notice and attend to his/her emotions and changing moods.

The seven, seven-point items in this scale are intended to measure a person’s self-consciousness regarding the way he/she looks and the desire to look good to others.  

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.

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 degree to which a person experiences strong, negative affective responses to the expectation or occurrence of unpleasant events is measured with seven items.

The scale has three, seven-point Likert-type items intended to measure a person's positive reaction to another person's nonverbal expression of emotion.

A person's negative reaction to the nonverbal expression of emotion by another person is measured in this scale with three, seven-point Likert-type items.