The Marketing Scales Handbook is indispensible 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.
behavioral
The degree to which a person is willing to make sacrifices for the long-term good of society as well as for other causes of personal importance is measured with seven, seven-point Likert-type items.
Five, seven-point Likert-type items were used to measure how much a person notices and values the effort expended by a person or company to produce an object. To be clear, the scale measures a general attitude about things that are made rather than being specific to a particular producer or product.
A person’s chronic motivation to critically evaluate alternatives in order to improve the quality of decisions that are made is measured with twelve, six-point Likert-type items.
The scale has twelve, six-point Likert-type items that measure a person’s chronic motivation to make progress towards achieving a goal in a direct manner without deviation and distraction.
Four, five-point Likert-type items are used to measure the integration of social media usage into a person’s lifestyle, particularly as it pertains to following companies and brands.
The degree to which a person thinks about the meaning of a story is measured with three, seven-point Likert-type items.
The extent to which a consumer habitually uses a particular product or brand for a purpose without consciously thinking about its choice is measured using four, five-point Likert-type items. Four versions of the scale are described, varying based on which product and type of usage is being referred to: a product used regularly, a product that was replaced by another product that was used regularly, a product used rarely or not at all, and a product which was replaced by another product that ended up not being used much if at all.
With four, seven-point items, the scale measures a person’s stated likelihood of challenging an action taken by an organization that he/she disputes and even escalating the issue if necessary.
Three, seven-point items are used to measure how much a person still wants to eat a familiar brand of a product immediately after having tried some of an unknown brand.
The scale measures a consumer’s belief that if he/she was wronged in some way by a brand and/or some employees associated with it then the memories of the unfair behavior would be an obsession. Six, seven-point Likert-type items compose the scale.
