The Marketing Scales Handbook is indispensable 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.
rumination
The extent to which a person is obsessively thinking about a particular food that has been eaten is measured with four, nine-point Likert-type items.
Using three, seven-point items, the scale measures the extent to which a person who has been exposed to information that encouraged recycling thought about how recycled materials can be “transformed” into new products and/or packages.
Three, five-point items measure how much a person believes a particular event or activity motivated him/her to think about forming relationships with other people.
How much a person believes a particular event or activity motivated him/her to think about maintaining long-term relationships with other people is measured with three, five-point items.
Nine, four-point items are used to measure how much a person engages in self-examination and introspection.
The scale measures a consumer’s belief that if he/she was wronged in some way by a brand and/or some employees associated with it then the memories of the unfair behavior would be an obsession. Six, seven-point Likert-type items compose the scale.
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.
