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 or ability to consider the point of view of other people is measured with seven items.
How much a person relies on his/her feelings in making decisions across situations is measured with seven, seven-point items.
The importance a person places on his/her affective and behavioral involvement with close others is measured with five, seven-point Likert-type items.
The extent to which a person views him/herself as being regimented and having self-control is measured with three, seven-point items.
This six item, six-point Likert-type scale measures an individual difference characteristic that varies between people by how much weight is placed on “reason” versus “feelings” when making decisions. Three of the statements refer to financial or product choice situations while the other three items are more general.
With five, six-point Likert-type items, the scale measures the degree to which a person tends to process information such that it is conscious, intentional, analytic, and relatively affect free.
With seven, seven-point items, the scale is used to measure the degree to which a person is characterized by one of two trait-like “modes” of attention: focus on the immediate environment (experiencing) or stimuli-independent thought (mind wandering).
With five, seven-point Likert-type items, the scale is intended to measure a person’s motivation to be in control of people and decisions.
The degree to which a person expresses a trait-like need for power and the tendency to be controlling in social relationships is measured with six, seven-point items.
The degree to which a person believes him/herself to be in control and able to get his/her way is measured with five, ten-point Likert-type items. The statements themselves are rather general and do not explicitly measure power as a trait or as a state. Instructions used with the statements can help focus participants’ attention on one versus the other type of powerfulness.
