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Testimonial

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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

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A seven-point Likert-type scale is used to measure how much a person believes or “feels” that a particular object in an ad appears it be moving in the appropriate direction.   Both a four-item and a three-item version are described.

The scale has four, seven-point Likert-type items that measure how much a person believes that some particular produce (vegetables or fruit) is not normal and has something wrong with it, with an emphasis on how it looks. 

The degree to which a person has positive expectations about his/her future is measured with six, seven-point Likert-type items.

Within a particular social network, the degree of concern a person has about following others and the riskiness of doing so is measured with six, seven-point items.

Three, seven-point items are used to measure how much a person is motivated and feels “right” about his/her reactions to some stimulus.

This Likert-type scale measures the degree of comfort and confidence a person feels regarding a statement he/she has written defending a moral stance taken on a subject.

The scale measures the degree to which a person has positive expectations for his/her future.  Two versions of the scale are described: one with three, seven-point Likert items and another with five, five-point Likert items.

The scale is composed of six, seven-point Likert-type statements that measure the degree to which a person perceives there to be risk in buying a certain product due to doubt that it will satisfactorily perform the tasks for which it is intended.

A five-item, Likert-type scale is used to measure the degree to which a person asserts his/her opinion in an unyielding manner.