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.
Observability of Product Usage Outcomes
With three, five-point Likert-type items, this scale measures the degree to which a consumer understands the effects of using a product and can communicate them to others. The scale may be better suited for a product with benefits of a functional nature as opposed to hedonic or social.
Key Words