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
The extent to which a person focuses attention on the future relative to the time spent on the past is measured with four statements.
The degree to which a person relies on feeling and intuition to make decisions and judgments is measured using five items.
Seven, seven-point Likert-type items are used to measure the degree to which a person becomes immersed in his/her mental imagery.
The 40 Likert-type items composing this scale are purported to measure the strength with which a person experiences his or her emotions.
Eight, five-point semantic-differentials are used to measure a person's expression of self-assertive personality traits. While the traits could be possessed by either sex, they are stereotypically associated with males.
Using eight, five-point semantic-differentials, the scale measures a person's expression of interpersonal personality traits. While the traits could be possessed by either sex, they are stereotypically associated with females.
A personality-type factor having to do with femininity and glamor traits is measured in this scale using three, seven-point unipolar items.
With thirteen items, the scale measures a person’s motivation to seek situations and activities that are emotionally stimulating for self and others.
This seven item scale is intended to measure a person’s ability to alter his/her behavior in order to portray an image suited for a social situation.
With four, six-point items, the scale measures a person’s expressed ability to understand others' "true" feelings based primarily on observing their nonverbal behavior.
