Handbook of Marketing Scales

A clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behaviour and marketing research.

The Handbook of Marketing Scales, Third Edition represents a clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research.


- Over 150 scales are included in the handbook. Many of these scales were originally published in marketing- and consumer-related journals or conference proceedings. Including them in one volume helps reduce the time it takes to locate instruments for survey research.
- Scales included have a reasonable theoretical base, are developed within the marketing or consumer behavior literature, are composed of several items or questions, use some scaling procedures, and include estimates of reliability and/or validity, making these scales especially relevant and "proven" for marketing scholars and professionals.
- Each scale includes the following information so that users can quickly and easily learn about the scale: construct, description, development, samples, validity, scores, sources, other evidence, other sources, references, and scale items.

Preface
1. Introduction
Criteria for Scale Deletions/Additions
Search Procedures
Format of the Book and Presentation of Measures
Caveats and Cautions
Evaluation of Measures
Reliability
Construct Validity
Other Issues to Consider
Summary
References
2. Traits and Individual Difference Variables
Scales Related to Interpersonal Orientation, Needs/Preferences, and Self-Concept
Scales Related to Consumer Compulsiveness and Impulsiveness
Scales Related to Country Image and Affiliation
Scales Related to Consumer Opinion Leadership and Opinion Seeking
Scales Related to Innovativeness
Scales Related to Consumer Social Influence
3. Values and Goals
General Values
Appendix to General Values
Values Related to Environmentalism and Socially Responsible Consumption
Values Related to Materialism and Possessions/Objects
Appendix to Materialism and Possessions/Objects
Values Related to Goal Orientations and Planning
4. Involvement, Information Processing, and Affect
Involvement General to Several Product Classes
Purchasing Involvement
Scales Related to Information Processing: Optimal Stimulation Measures
Scales Related to Processing Style
Scales Related to Affect
5. Reactions to Marketing Stimuli
Measures Related to Ad Emotions and Ad Content
Measures Related to Brand/Product Responses and Shopping Styles
Measures Related to Pricing Responses
6. Attitudes About the Performance of Business Firms, Satisfaction and Post-Purchase Behavior, Social Agencies, and the Marketplace
Consumer Attitudes Toward Business Practices and Marketing
Scales Related to Post- Purchase Behavior: Consumer Discontent
Business Attitudes Toward the Marketplace
7. Sales, Sales Management, Organizational Behavior, and Interfirm-Intrafirm Issues
Job Satisfaction Measures
Role Perceptions/Conflict
Job Burnout/Tension
Performance Measures
Control and Leadership
Organizational Commitment
Sales/Selling Approaches
Inter-/Intrafirm Issues of Influence and Power
Other Measures Related to Interfirm Issues
Index
About the Editors