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Testimonial

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.
Dr. Terry Childers
Iowa State University

Lying Motivation (Public)

The motivation for a person's behavior that may have involved misrepresenting the truth is measured in this scale with four statements. In particular, the motivation represented in the items has to do with the desire to appear to others as a consumer who has made a good decision by getting a good deal though the reality is that too much was paid for a product. The scale was referred to as public self-threat by Argo, White, and Dahl (2006).