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The Marketing Scales Handbook is indispensable 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.
Dr. Terry Childers
Iowa State University


Three, seven-point statements are used to measure how easily a person completed a task in which he/she was supposed to provide reasons for doing something. In Tybout et al. (2005), subjects were asked to give potential reasons for driving a particular car.

The scale is composed of five, six-point Likert-type statements that are intended to assess the degree to which a person is concerned about answers he/she provided as part of a recently completed task.

One's subjective degree of control over performance of a particular behavior is measured with three, seven-point Likert-type statements. As viewed by Ajzen (2002), perceived behavioral control is an overarching construct that includes self-efficacy as well as controllability. Nysveen, Pederson and Thorbjørnsen (2005) used the scale with mobile services but it appears to be amenable for use with goods as well.

Four, seven-point items are used to measure the level of personal importance a person places on the outcome of a decision he/she is making.

The scale is composed of four, seven-point Likert-type items that are used to measure the degree to which a person places emphasis on the process of making a decision because of the belief he/she is responsible for the procedure used to make the decision rather than the outcome.

The scale has four, seven-point Likert-type statements that measure how much a person places emphasis on the consequences of a decision being made rather than the process being used because of the belief that he/she is responsible for the former rather than the latter.

The scale is composed of three, seven-point semantic differentials measuring the degree to which a person feels certain about something. As used by Urbany et al. (1997), confidence was assessed by respondents with respect to judgments they made of product quality. Similarly, Zhang and Budda (1999) examined the confidence respondents had in their perceptions of product performance.

The three, seven-point Likert-type items are used to measure a respondent's attitude toward the process of responding to some questions they have just been asked. The context for the scale's usage was at the end of an experiment (Huffman and Kahn 1998).

Four, five-point Likert-type statements are used to assess the helpfulness of some product-related information in a brand rating task. It is assumed that the information has been provided to a respondent as part of a study and the concern is how relevant the respondent found the information to be in completing the product evaluation task.

The four-item scale measures the care taken by a subject in a study he/she has just participated in. Additionally, one item taps into the subject's motivation to process information related to the focal stimulus of the study.