The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
attitudes
How much a person feels like an impostor or a fake when engaging in an activity with a particular product is measured with five, seven-point uni-polar items. The scale may make the most sense in contexts which involve the use of luxury goods or services.
Six, seven-point Likert-type items measure how much a consumer believes that a particular brand engages in activities that disrespect customers and takes advantage of them.
With four, seven-point Likert-type items, this scale measures a person’s expectation and tolerance of contradiction in aspects of life.
A person’s attitude regarding the help given by a particular company to its customers, especially with respect to determining customers’ needs and having their best interests in mind, are measured with six, seven-point Likert-type items.
The belief that one’s body can easily digest the foods he/she eats is measured with three, seven-point Likert-type items.
The belief that providing personal information to a specific entity such as a website has benefits is measured with three, seven-point Likert-type items. The specific benefit referred to in the items has to do with product suggestions. Further, while the sentences are flexible enough for use with entities such as companies or organizations rather than a website, the scale was developed for use with a website.
Composed of four, seven-point Likert-type items, the scale measures a person’s belief that providing personal information to a particular website when updating his/her profile has a high potential of being used inappropriately.
The scale has three, seven-point semantic differentials that measure how pleasurable and delicious a certain food or beverage is considered to be. The scale is general in the sense that it is an overall measure rather than assessing a particular type of taste such as sweet, salty, spicy, etc.
The scale uses three, seven-point items to measure how much a person believes a review or set of reviews he/she has read are useful and worth relying on with regard to a particular purchase.
With three, seven-point bi-polar adjectives, the scale measures how much a consumer believes it is common in supermarkets to see both the price and the volume of a product increase or decrease at the same time.
