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
Using seven, seven-point Likert-type items, the scale measures the attitude that there is inequality of social groups and some are superior to others.
Five, five-point items measure a person’s belief that, with respect to heterosexual couples, one gender tends to dominate food-related decisions while the other is more dependent.
The four item, seven-point, Likert-type scale measures how much a person wants to make some decisions in such a way as to make someone happy and indicate how much their relationship is valued.
How much a person feels his/her life is important and that he/she is essential to others is measured in this scale with five, nine-point items.
The scale uses four Likert-type items to measure how much a person believes that another person does not legally own a certain item but is engaging in behaviors that seem to signal that he/she does.
The degree to which a person feels uneasy when society appears to be changing rapidly is measured with three, seven-point items.
How much a person believes it would be enjoyable to post online regarding a particular product is measured with three, seven-point items.
Using three Likert-type items, the scale measures how much a person is involved in a particular hobby and identifies with it, e.g., driving, baking, fishing.
Four items measure how much a consumer believes that a particular product he/she purchased was not identifiable to others nor did it draw attention. For the scale to make sense, it probably should be used with respect to a retail store in which one’s shopping activity could be witnessed by others.
Four, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.
