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.
perception
How graphic and intense a stimulus is perceived to be is measured in this scale with four, seven-point semantic differentials.
The clarity with which a consumer understands what a brand represents to customers and the ease with which it can be described is measured with three statements.
The ease of comprehending a stimulus such as a message is measured in this scale with seven, seven-point semantic differentials. The construct is sometimes referred to as fluency.
Three, seven-point Likert-type items are used to measure a person's ability to quickly generate mental images as depicted in an advertisement he/she has just been exposed to.
A person's judgment of the level of information he/she has had to process during some particular event is measured using three, five-point items.
The degree to which a consumer typically experiences a sense of being in another reality when shopping online is measured with four statements. As currently phrased, the items are not specific to a particular website but rather to online shopping in general.
The construct measured by this scale has to do with the physical sensations a person felt during some experience, with the focus being on how ill and disoriented the person felt. The scale has four, seven-point items.
Eight, seven-point items are used in this scale to measure how much a person has a subjective experience of feeling immersed in a particular virtual environment while physically being in another context.
The extent to which a person is draw into and focuses on something is measured in this scale with four, seven-point semantic differentials. The scale is general in the sense that the items are amenable for use in a wide variety of situations when participants are given the proper instructions.
How much a person reports thinking mostly about what is happening at the current time is measured in this scale using five, seven-point Likert-type items. While none of the statements explicitly refer to the past or the future, the implication is that the focus is more on the present than on those other time periods.
