Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
shopping
A consumer’s belief that a particular store is fun to shop in and it stimulates browsing is measured with three, seven-point Likert-type items.
Four, seven-point Likert-type items measure how confident and in control of decisions a shopper felt about what to buy and how much to spend that day.
With five, seven-point Likert-type items, the scale measures a consumer’s attitude about how attractive and desirable the products are in a particular store.
Composed of four, seven-point Likert-type items, the scale measures the difficulty a person has in making decisions in life, especially with respect to consumer-related choices, e.g., struggling to decide what gifts to get for friends.
A person’s expected enjoyment of a store as well as his/her willingness to shop there and recommend it to friends is measured with three, seven-point Likert-type items. The sentences are hypothetical because the store was only described for purposes of the study with words and images.
The scale has three, seven-point items that measure how well a shopper believes that he/she was better informed than others for a particular purchase due to materials read as well as engaging in other research activities.
The scale uses three, seven-point Likert-type items to measure how much a person visually imagined shopping in a store as well as picturing possible sets of associated products that could be used together.
How much a person pays attention to and looks for quality with respect to a category of objects (e.g., products) is measured with three, seven-point items.
The scale measures how much a person reports having a difficult time focusing on a shopping task. The measure has five, seven-point Likert-type items.
How much a shopper felt unable to focus during a particular shopping trip due to interruptions is measured with four items.
