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.
Comparison with Advertising Model
Three, seven point statements are used to measure the extent to which a person thinks a model featured in an ad is likely for viewers to compare themselves to. Bower (2001) viewed this as a form of social comparison in that one compares him- or her-self to another person on one or more personally relevant attributes to see if there is cause for concern (envy, jealousy, lower self worth).
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