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.
sacrifice
The degree to which a person is willing to make sacrifices for the long-term good of society as well as for other causes of personal importance is measured with seven, seven-point Likert-type items.
The scale uses four, nine-point Likert-type items to measure one's preference for being a member of the group rather than apart from the group.
The scale is composed of eight items that attempt to assess the extent to which a person sees one's self as a member of a group but with members having different amounts of status. Although interdependence is accepted, so is inequality though service and sacrifice are stressed.
The three-item, nine-point scale measures the resources (money, time, effort) that are given up in order to obtain a specified service.
