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.
task
The scale uses three, seven-point items to measure the degree to which a person believes a particular task in which he/she has participated was fun and interesting.
A person’s preference for multitasking (switching attention among several ongoing tasks) rather than performing one task at a time until its completion is measured in the scale with 14 Likert-type items.
Four items are used to measure the degree to which a person reports focusing only on product-related information in a task and ignoring other information.
The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.
With seven, seven-point items, the scale is used to measure the degree to which a person is characterized by one of two trait-like “modes” of attention: focus on the immediate environment (experiencing) or stimuli-independent thought (mind wandering).
During a particular task, how much a person’s mind was wandering and thinking about other things is measured with three, five-point items.
With three, nine-point items, the scale measures the time and effort a consumer reports spending to choose between options within a product category that were available in a store.
The degree to which a person reports having to force him/herself to continue engaging in an arithmetically-intensive task is measured with three, seven-point Likert-type items.
The scale measures how much a person liked a task and thought it was interesting. Two versions have been used, one with seven items and another with four.
How easy and enjoyable a person believes a task to be is measured with three, nine-point bi-polar adjectives.
