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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Marketing Scales Handbook - Volume 10

The most recent book in the long-running Marketing Scales Handbook series is Volume 10. (Download sample.) The scales are for use in studies in which a researcher wants to measure constructs relevant to understanding consumers or similar types of respondents such as shoppers, viewers, donors, or patients. Since this volume focuses on the time period following what was covered by Volume 9, the scales are new to the series and have not been reviewed in the previous volumes.

To be included in this book, the scales had to be composed of at least three items, have empirical evidence of their psychometric quality, and have been treated by their users as reflective measures (rather than formative ones) of the focal constructs. Over 600+ articles were examined from the leading marketing journals in 2016 and 2017 that publish consumer behavior research. Ultimately, 402 scales were found to meet the stated criteria and were reviewed.

The bulk of the scales in this volume focus on topics well known in the fields of marketing and consumer science such as products, branding, advertising, retailing, and purchasing.  Measures of many other topics are covered as well, including benevolence, co-production, corporate social responsibility, food, emotions, engagement, environmentalism, games, health, personality traits, satisfaction, social media, websites, and word-of-mouth.

To get a better idea of what Volume 10 contains, please download the sample. It has the Table of Contents, a few pages of scale reviews, the Subject Index, and some other material.
Volume 10 is only available as a paperback for individual users from (Digital versions especially for libraries are available from select distributors.)