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.
self-concept
Using three Likert-type items, the scale measures how much a person is involved in a particular hobby and identifies with it, e.g., driving, baking, fishing.
With three, seven-point Likert-type items, the scale measures the degree to which a person believes an object or experience is closely associated with his/her identity.
The degree to which a person thinks that an object, such as a product, expresses his/her personal uniqueness is measured with three, seven-point Likert items.
Using six items, this scale not only measures how strongly a person identifies with a particular gender but how important that identity is to his/her self-image.
Four, seven-point Likert-type items measure the degree to which a consumer has a special bond with a certain product, especially of an affective and sentimental nature.
With four Likert-type items, the scale measures a person’s identification with people around the world as well as the desire to know what is happening to them.
The scale is composed of four Likert-type items that measure the degree to which a person identifies mostly with the people, traditions, and events in his/her local community.
How much a person views a particular social group as important and central to his/her self-image is measured in this scale with eight, seven-point items.
Seven, seven-point items are used in this scale to measure a person’s enduring belief that he/she is superior to others and makes him/herself the center of attention.
This seven-item, seven-point Likert-type scale is used to measure a momentary self-centered and arrogant frame of mind.
