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.
worry
The degree to which a consumer believes that a buying a particular product from a particular retailer’s website would be risky is measured with three, nine-point Likert-type items.
The scale employs eight, ten-point items to measure how stress-free and comfortable a person feels with respect to his/her financial condition.
The scale uses five, seven-point Likert-type items to measure a trait-like attachment style characterized by the fear of rejection and abandonment.
The tendency to worry about what other people think of oneself is measured with 12, seven-point items.
The scale uses four, seven-point Likert-type items to measure a person’s concern about privacy when using the internet, with the emphasis on the misuse of information that has been submitted.
Six, seven-point Likert-type items are used to measure a person’s belief that being concerned about eating healthy is not masculine and is more typical of women than men.
The degree to which a person believes he/she will contract a certain health condition and is worried about it is measured with four, nine-point items.
Four statements are used to measure how much concern is expressed by a consumer about the possibility that other shoppers may have touched or damaged a particular package of a product he/she is thinking about buying.
The response a person has to an advertisement promoting responsible drinking is measured with three, seven-point items. Specifically, the scale focuses on the degree to which a person worries about the negative consequences that could be experienced if he/she drinks irresponsibly.
How much a person is worried about what another person thinks of him/her, with an emphasis on being judged unfavorably, is measured in this scale with three, seven-point items.
