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.
outcomes
The scale measures the degree to which a person’s motivation with regard to self-improvement is more about accomplishing a goal rather than the activities performed to reach it. Five, nine-point Likert-type items compose the scale.
Three, seven-point semantic differentials are used in this scale to measure a person’s judgement of whether an advertisement emphasized benefits gained by the person taking an action or the losses and costs if the action was not taken.
Three Likert-type items are used to measure the degree to which a person would make a different choice if possible given an outcome that has occurred to a decision he/she made.
The scale measures how strongly a person believes that a particular good or service is able to reveal if a person has a certain life-threatening ailment. Three, five-point items compose the scale.
The scale measures how bad a person believes the unintended reactions of a health-related good/service could be. The construct being measured is akin to the consequences component of perceived risk (e.g., Cox 1967; Dowling 1986). Three, five-point items compose the scale.
The scale measures the degree to which a person thinks about the potential future consequences of his/her current behavior and how much he/she is influenced by these possible outcomes. Twelve items are used to measure the construct.
Three, seven-point items are used to measure the extent to which a person is pleased with the result of a particular event, e.g., bargaining.
Three, nine-point items are used to measure the degree to which a person feels in control of a choice and takes personal responsibility for the outcome.
This scale is composed of three, seven-point Likert-type items that are intended to measure the tendency for a person to assume the best will happen and concentrate more on the positive consequences of decisions rather than the negative.
Six, seven-point Likert-type items are used in this scale to measure the degree to which a person consciously considers potential consequences before making decisions including their likelihood and significance.
