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.
personality
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 scale uses three, seven-point items to measure a person’s preference for normality and routine in his/her life rather than change.
Nine, four-point items are used to measure how much a person engages in self-examination and introspection.
With four, seven-point items, the scale measures one’s motivation to increase his/her knowledge and the willingness to change how the “world” is understood.
Six, seven-point Likert-type items measure a person’s ability to sustain effort despite hardships and setbacks.
With six, seven-point Likert-type items the scale measures a person’s ability to recover from stressful events that are experienced.
How much one wants to be in control of his/her life, most particularly his/her job, is measured with three, seven-point Likert-type items.
The degree to which a person has positive expectations about his/her future is measured with six, seven-point Likert-type items.
Using six items, this scale not only measures how strongly a person identifies with a particular gender but how important that identity is to his/her self-image.
With four, seven-point Likert-type items, the scale measures whether a person has a habitual mental attitude in which self-distinctiveness is emphasized or, at the other extreme, an integration mindset in which assimilation and cooperation are emphasized.
