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.
involvement
How much a person indicates he/she is in a romantic relationship is measured with three, seven-point items. The phrasing of items is such that the scale is most suited for measuring the romantic status of singles rather than people who are married.
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
The extent to which a consumer has an emotional bond and kinship with a particular brand is measured with three, nine-point Likert-type items.
Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with vlogger (video blogger) and considers that media personality as if he/she were a friend.
Using four, seven-point Likert-type items, the scale measures a person’s belief that the sponsor of an event truly cares about it and thinks it deserves support.
How much effort a participant put into a study and how interesting he/she considered it to be is measured with four, seven-point items.
The scale has four, seven-point Likert-type items that measure how important and fun shopping is to a person, in general.
A person’s tendency to not only express his/her concern for the environment via product-related decisions but also by engaging in other pro-environmental activities is measured with ten, seven-point items.
The degree to which a person has been persuaded by an advertisement to engage in behaviors that support of a particular cause is measured with six, seven-point Likert-type items.
How much a person attentively watched a television program and considered it to be fascinating is measured in the scale with three, seven-point Likert-type items.
