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.
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Using three, seven-point Likert-type items, the scale measures how well one person knows a particular person and believes their relationship is important.
The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.
The extent to which a person believes that he/she was able to control the level of privacy experienced in a particular situation is measured using four, seven-point, Likert-type items.
With five, seven-point items, the scale measures a person’s motivation to hide his/her socially-relevant mistakes and weaknesses.
Four, seven-point items are used to measure a person’s belief that an entity (such as a company or person) has responded to his/her idea sharing in such a way that it enriched one’s social value.
The scale uses three, seven-point items to measure a person’s belief that an entity (such as a company or person) has responded to his/her idea sharing such that it negatively affected one’s social value.
With three, seven-point Likert-type items, the scale measures a person’s attitude regarding how much consumers differ in what they want from a product in a certain category. In other words, do consumers believe that people vary in their beliefs about what makes a product good or bad?
This five-item, seven-point Likert scale measures a person’s belief that his/her self-worth is based on performing better than others on a task or skill.
The degree to which a person believes that he/she would feel uncomfortable if seen purchasing a particular product is measured using three, seven-point Likert-type items.
Composed of three, seven-point Likert-type items, the scale measures the degree to which a person’s reason for providing a product review to others was a sincere concern to help them make better decisions. The items are general enough for use with regard to posting product reviews online or privately sharing opinions with friends.
