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 much a person wants to support opinions that others do is measured with three, seven-point Likert-type items.
Using three, five-point Likert-type items, the scale measures how much one customer believes another customer has engaged in behavior which disrespected one’s personal space and signaled it was his/her own.
The scale has four, five-point items that measure how much a person primarily socializes with other Latinos rather than non-Latino Americans, about the same amount for both groups, or only socializes with non-Latino Americans.
Three seven-point, Likert-type items are used to measure a person’s belief that being in a particular restaurant gives him/her the feeling of being special and having more social status than in other restaurants.
This three-item, seven-point scale measures the level of pressure felt by a person when engaged in a particular activity. The type of pressure is not stated in the items but is implied to be social pressure, most likely coming from other people who are waiting for him/her to finish the action.
The extent to which a person believes another individual is a peer and thinks like him/her is measured with three, 101-point items.
The degree to which a person featured in an advertisement behaves in a way that is consistent with the social norms of the country in which the ad is run is measured with four items.
How much a consumer believes a particular product will be used in situations where other people will see it is measured with three items. A low score on the scale would imply the product will only be used in private, such as at home.
Four, seven-point semantic differentials measure the degree to which a person feels dissatisfied with his/her financial situation, especially when compared to the situations experienced by peers.
Four, seven-point items measure how much a person believes that a branded product gives owners a feeling of superiority and higher status compared to other customers who do have the product.
