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 ability to imagine how new product concepts could be developed in order to be more useful and relevant to consumers is measured in this scale with eight, seven-point Likert-type items.
The degree to which a person believes that fate determines outcomes in life (external locus of control) verses self (internal locus of control) is measured in this scale using six, seven-point items.
The scale has been used to measure a type of private introspection and self-attentiveness stimulated by curiosity. Twelve, five-point Likert-type items compose the scale.
Five, 11-point items are used in this scale to measure the cognitive and emotional bonds between a brand and a consumer.
The salience of the cognitive and emotional bonds between a brand and a consumer is measured in this scale with three, 11-point items. Salience is indicated by the frequency and ease with which brand-related emotions and thoughts are described as occurring.
Three, seven-point unipolar items are used in this scale to measure the degree to which a person is characterized by a personality-type factor having to do with productivity and intelligence.
A person's belief in either the stability of personality traits (entity theory) or their malleability (incremental theory) is measured in this scale using eight, seven-point Likert-type items.
The extent to which a consumer views a particular brand as being indicative of one's self is measured in this scale with four Likert-type statements. The scale was called brand signaling by Park and John (2010).
Using five, seven-point Likert-type items, this scale measures a person's reluctance to engage in behaviors that appear to be risky.
Using eight uni-polar adjectives, this scale is intended to measure the theorized dimension of personality having to do with the degree to which a person has a tendency to seek efficiency and structure.
