Volume 5 of the Marketing Scales Handbook is the latest in the series of scholarly books that have become classics for researchers in industry and academia. The original Marketing Scales Handbook was released in 1992 and was the first of its kind in the field of marketing. Since then, the series has provided researchers thousands of reviews of multi-item psychometric measures that are useful for studying the beliefs, feelings, and intentions experienced by consumers. The most popular scales have been those measuring attitude toward the ad, brand attitude, involvement, satisfaction, and brand loyalty but there have been hundreds of reviews dedicated to other construct areas as well such as personality, values, motivations, knowledge, and roles.  Each review describes a measure along with information about who has used it and what its psychometric quality is known to be.

Volumes 1 to 4 of the series contained scales that had been included in articles published in the top marketing journals from 1980 to 2001. Volume 5 is the most current volume and was authored by Dr. Bruner, Professor of Marketing at Southern Illinois University. As with the earlier books, it should not be viewed simply as a revision of the previously published material, in fact, the contents of this volume are predominately new. The only scales reported in the previous volumes that are reported in Volume 5 are ones that were used again during the review period. Thus, the first four volumes have hundreds of scales not contained here. Given that, Volume 5 is best viewed as complementing the preceding volumes rather than replacing  them.

Volume 5 is predominantly composed of scales that were used with consumers. Additionally, to be included scales had to be composed of three or more items, have empirical evidence of their psychometric quality, and have been treated by their users as reflective measures rather than formative. With those general rules in mind, a search was conducted of hundreds of articles published in the top marketing journals after 2001. Ultimately, 716 scales were identified as meeting the stated standards and were then reviewed for this volume.

Unlike the previous volumes, this book is only available in electronic form (*.pdf). This makes searching it for particular scales, terms, or authors much easier than on paper. If you are interested in more details about the book, download the sample (below). It contains the Table of Contents, the Introduction, a couple of sample scale reviews, and the Subject Index.  The book is $60 and can be purchased by clicking the button on the right below.

(University libraries should contact us directly for instructions about how to order a different edition of Volume 5 that has been made to accommodate their special needs.)