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.
News
Want to know what is going on at Marketing Scales? Read below about the newest books that have been published and other news of interest.
Good news about Volume 11!
If you have been waiting to get a copy of the latest book in the Marketing Scales Handbook series, now is a great time. The price for Volume 11 has just dropped at Amazon. If, instead, you want access to the book at a library, ask a librarian to order the special e-version from either EBSCO or ProQuest. The ISBN is 978-0-578-89993-0. [10/14/2021]
New Measures of Consumer Attitudes about Smartphones
One of the most useful and innovative products that has been adopted by consumers world-wide in the last 20ish years is the smartphone. It is no wonder then that scholars have been studying attitudes and behaviors of users to better understand how the product affects other consumer behaviors. Some of the newest smartphone-related scales that have been developed and used in research are featured here now. Their names are Attitude Toward the Smartphone (Stress Relief), Attitude Toward the Smartphone (Sense of Privacy), Smartphone Similarity, and Smartphone Use in Store for Product Information. These scales are included in the newest book of the Marketing Scales Handbook series (Volume 11) and have joined the reviews here of over 4,600 other scales that have been used by scholars in their studies of consumer behavior. [9/26/21]
Status of Volume 12 of the Marketing Scales Handbook
Volume 11 of the Marketing Scales Handbook series was released 5 months ago and and work has shifted since that time to reviewing scales that will eventually be part of Volume 12. At this point, 115 scales have been reviewed and 45 of them are already in the database here. [9/9/21]