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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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.
A person’s hope that he/she can perform better than others in socially-relevant ways and earn admiration for it is measured with five, seven-point items.
Three, seven-point Likert-type items measure the degree to which a person is viewed as competent and ambitious.
The extent to which a person is described as having high social status and economic resources is measured in this scale with three, 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.
With three, seven-point semantic-differentials, this scale measures the extent to which a consumer believes a product to be either a luxury brand (at one end) or a “value” brand (at the other end).
A person’s motivation to increase his/her social status is measured in this scale with four, seven-point Likert-like items.
These four, seven-point Likert-type items measure the degree to which a consumer believes his/her social status can be positively affected by purchasing and using a particular product.
The degree to which a person buys products that he/she believes help develop a sense of refinement and sophistication is assessed with four, seven-point Likert-type items.
Using three questions, this scale measures how much a person believes that at a particular point in time he/she had power over other people.
