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.
drink
The extent to which a person feels he/she has used or consumed an adequate amount of a product in a particular instance is measured with ten, seven-point items.
With three Likert-type items, the scale measures a person’s belief that drinking alcohol in excess is not a behavior in which he/she desires to engage.
How much a person likes a beverage based on the way it looks and tastes is measured with four, seven-point items.
The scale has three, seven-point items that measure a person’s willingness to engage in behaviors that support the lowering of the minimum age to legally consumer alcoholic drinks.
The response a person has to an advertisement promoting responsible drinking is measured with three, seven-point items. Specifically, the scale focuses on the degree to which a person worries about the negative consequences that could be experienced if he/she drinks irresponsibly.
The scale measures a person's response to an advertisement promoting responsible drinking. Three, seven-point items are used to measure the likelihood a person will respond successfully to the ad by drinking responsibly.
How much a person likes a new food or beverage product and expects it to be successful when it goes on sale is measured with four, seven-point Likert-type items.
One's assessment of something that has been tasted is measured in this scale using three, nine-point items.
Composed of five, seven-point semantic differentials, this scale is intended to measure the desirability of a food to a person and his/her willingness to pay a lot for it. The items seem to be amenable for use with beverages as well.
This is a seven-item, seven-point semantic differential used to measure a person's attitude toward a product, with an emphasis on evaluation of its taste. The scale is most appropriate for use with a beverage.
