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.
surprise
The scale uses three, seven-point Likert-type items to measure how much a person thinks the content of a social media tweet was unexpected.
How much a person experiences positive feelings due to an unexpected event involving products received from a company is measured with four, seven-point items.
The degree to which a person experiences positive feelings resulting from an unexpected viewing of a movie trailer is measured with four, seven-point items.
Using three, seven-point Likert items, the scale measures the extent to which a person experiences positive feelings due to unexpectedly seeing a particular painting.
Composed of four, seven-point Likert items, the scale measures how much a person experiences positive feelings due to hearing a particular song unexpectedly.
The degree to which a person has an emotional response to a stimulus which results from feelings of surprise and joy is measured with five, seven-point items.
With four, seven-point Likert-type items, the scale measures the degree to which a person expresses surprise in the behavior of the other party of a relationship in a particular situation. The circumstances surrounding the event in which the behavior occurred are not stated in the items themselves but should be made clear to respondents in the context of the study or the instructions.
How a customer believes an actual experience compares to what he/she expected it to be is measured with five, seven-point semantic differentials.
The scale has three, seven-point semantic differentials that measure how much a person believes a particular advertisement is atypical and unexpected.
Three, seven-point items are used in this scale to measure not only how excited a person is about a certain advertisement but also the probability he/she will show the ad to someone else.
