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.
social
How well a customer believes that a salesperson expresses him/herself is measured in this scale with three items.
Using three, seven-point Likert items, this scale measures how much a consumer believes that purchasing a particular good or service from a provider helps support that person as a member of the community. Although this scale could be used in a variety of situations, it was made for use in peer-to-peer contexts.
The scale has four, five-point Likert-type items that measure how much a consumer uses possessions to signal his/her ability to find better deals and products compared to other people.
Three, seven-point Likert-type items measure the helpfulness of information about previous donors’ contributions to a project. The phrasing of the items makes the scale most appropriate for crowdfunding of a project in which potential donors are provided some information about how much other people have given already.
Four, seven-point Likert-type items are used in this scale to measure a person’s belief that a request for donations from a particular organization focuses on one victim who represents a large group in order to describe the severity of a pandemic, disaster, or other adversity.
A person’s beliefs that more should be done to reduce the stigma associated with people who have a criminal background and help them make a fresh start is measured with three, seven-point Likert items.
Composed of eight, nine-point Likert items, the scale measures a person’s belief that people in his/her society should follow the social norms and, if they behave inappropriately, others should strongly disapprove.
Containing three, nine-point items, the scale measures the degree to which a consumer wants a particular product that was owned previously by other people because of the expectation of feeling an association with them.
How much a person is experiencing negative affect due to disconnectedness from other people is measured with five, nine-point items.
Using three, seven-point items, the scale measures the extent to which a viewer believes that a particular person in an advertisement belongs to an ethnic minority of the country.
