Description
Book SynopsisThe Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research.
Key Features
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More than 150 scales are included in the Handbook. Many scales were originally published in marketing and consumer journals, and including them in one volume helps reduce the time it takes researchers to locate instruments for survey research.
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More than 70 new scales have been added to the Third Edition. New scales were selected based upon actual usage and citations by researchers in articles where a major objective was scale development.
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Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence.
- The book includes a number of measures that have been used i
Trade Review
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
Table of Contents
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
