You are here

Handbook of Marketing Scales
Share

Handbook of Marketing Scales
Multi-Item Measures for Marketing and Consumer Behavior Research

Third Edition
Edited by:


December 2010 | 624 pages | SAGE Publications, Inc
The Handbook of Marketing Scales, Third Edition represents a clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research.

- Over 150 scales are included in the handbook. Many of these scales were originally published in marketing- and consumer-related journals or conference proceedings. Including them in one volume helps reduce the time it takes to locate instruments for survey research.

- Scales included have a reasonable theoretical base, are developed within the marketing or consumer behavior literature, are composed of several items or questions, use some scaling procedures, and include estimates of reliability and/or validity, making these scales especially relevant and "proven" for marketing scholars and professionals.

- Each scale includes the following information so that users can quickly and easily learn about the scale: construct, description, development, samples, validity, scores, sources, other evidence, other sources, references, and scale items.

 
 
Preface
 
1. Introduction
Criteria for Scale Deletions/Additions  
Search Procedures  
Format of the Book and Presentation of Measures  
Caveats and Cautions  
Evaluation of Measures  
Reliability  
Construct Validity  
Other Issues to Consider  
Summary  
References  
 
2. Traits and Individual Difference Variables
Scales Related to Interpersonal Orientation, Needs/Preferences, and Self-Concept  
Scales Related to Consumer Compulsiveness and Impulsiveness  
Scales Related to Country Image and Affiliation  
Scales Related to Consumer Opinion Leadership and Opinion Seeking  
Scales Related to Innovativeness  
Scales Related to Consumer Social Influence  
 
3. Values and Goals
General Values  
Appendix to General Values  
Values Related to Environmentalism and Socially Responsible Consumption  
Values Related to Materialism and Possessions/Objects  
Appendix to Materialism and Possessions/Objects  
Values Related to Goal Orientations and Planning  
 
4. Involvement, Information Processing, and Affect
Involvement General to Several Product Classes  
Purchasing Involvement  
Scales Related to Information Processing: Optimal Stimulation Measures  
Scales Related to Processing Style  
Scales Related to Affect  
 
5. Reactions to Marketing Stimuli
Measures Related to Ad Emotions and Ad Content  
Measures Related to Brand/Product Responses and Shopping Styles  
Measures Related to Pricing Responses  
 
6. Attitudes About the Performance of Business Firms, Satisfaction and Post-Purchase Behavior, Social Agencies, and the Marketplace
Consumer Attitudes Toward Business Practices and Marketing  
Scales Related to Post- Purchase Behavior: Consumer Discontent  
Business Attitudes Toward the Marketplace  
 
7. Sales, Sales Management, Organizational Behavior, and Interfirm-Intrafirm Issues
Job Satisfaction Measures  
Role Perceptions/Conflict  
Job Burnout/Tension  
Performance Measures  
Control and Leadership  
Organizational Commitment  
Sales/Selling Approaches  
Inter-/Intrafirm Issues of Influence and Power  
Other Measures Related to Interfirm Issues  
Index  
 
About the Editors

This is a handbook of scales that are used in empirical marketing and consumer behaviour research. In seven chapters, this third edition mirrors the six major areas of marketing mix and consumer behaviour variables as well as a general introduction. The six areas are: (1) traits and individual difference variables; (2) values and goals; (3) involvement, information processing, and affect; (4) reactions to marketing stimuli; (5) attitudes about the performance of business firms, satisfaction and post-purchase behaviour, social agencies, and the mar- ketplace; and (6) sales, sales management, organizational behaviour, and interfirm–intrafirm issues. For each scale, the following information is provided: construct, description, and development of the scale, the samples used in development, validity, scores, source, and references and last but not least, the actual scale items and dimensions to which they belong.

Prof. Dr. Lucia A. Reisch
Book Review Editor, Journal of Consumer Policy

William O. Bearden

William O. Bearden is the Distinguished Professor Emeritus and former Bank of America Chaired Professor of Marketing at the University of South Carolina. He is currently on the editorial review boards of JCR, JMR, JM, and JCP. He served as an Associate Editor for JCR during 1999-2002. Professor Bearden has received both the University Amoco Teaching Award, that is presented annually to one faculty member, and the University Mungo Award for Teaching Excellence. He has twice has been awarded the Moore School of Business Teacher of the Year Award and recognized as a faculty initiate in Mortar Board, ODK, Beta Gamma Sigma, and Golden Key, and... More About Author

Richard G. Netemeyer

Richard G. Netemeyer is the Ralph E. Beeton Professor of Free Enterprise in the Marketing Division and Senior Associate Dean at the McIntire School of Commerce at the University of Virginia, Charlottesville, VA. He received his Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 1986. He was a member of the Marketing faculty at the E. J. Ourso School of Business at Louisiana State University from 1986 to 2001. In 2001, he joined the McIntire School of Commerce. Professor Netemeyer’s research has appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of... More About Author

Kelly L. Haws

Kelly L. Haws is an assistant professor of marketing at Mays Business School at Texas A&M University. She received her Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 2007. Professor Haws received the University Level SLATE Award for excellence in teaching at Texas A&M. Haws conducts research related to consumer behavior, with a specific focus on issues relevant to consumer welfare. Her research interests include consumer self-control, self-control strategies, optimal consumption, measurement issues, and behavioral pricing. Dr. Haws’ research has been published in the... More About Author

Purchasing options

Please select a format:

ISBN: 9781412980180
$185.00 

SAGE Knowledge is the ultimate social sciences digital library for students, researchers, and faculty. Hosting more than 4,400 titles, it includes an expansive range of SAGE eBook and eReference content, including scholarly monographs, reference works, handbooks, series, professional development titles, and more.

The platform allows researchers to cross-search and seamlessly access a wide breadth of must-have SAGE book and reference content from one source.