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Handbook of Marketing Scales

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

Third Edition
Edited by:

January 2011 | 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.

1. Introduction
Criteria for Scale Deletions/Additions  
Search Procedures  
Format of the Book and Presentation of Measures  
Caveats and Cautions  
Evaluation of Measures  
Construct Validity  
Other Issues to Consider  
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  
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

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ISBN: 9781412980180

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