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The Marketing Scales Handbooks

Volume 2 Table of Contents*

Below is a listing of the new or updated scales that are included in Volume 2 of the Marketing Scales Handbook. Please note there are several instances of entries with the same title (e.g., #11-#13). As in the first volume, these represent distinctly different measures of the same construct. In contrast, usage of the same or similar measures in different studies have been reviewed together.

Consumer Behavior scales

  1. Ability to Process (Nutritional Information)
  2. Adoption Intention
  3. Affect (Music)
  4. Affect (Negative)
  5. Affect (Positive)
  6. Alienation (Consumer)
  7. Anger
  8. Anonymity Of Responses
  9. Anxiety
  10. Anxiety (Social)
  11. Arousal
  12. Arousal
  13. Arousal
  14. Arousal-Seeking Tendency
  15. Attitude Toward A Brand of Beer (Comparative)
  16. Attitude Toward A Country
  17. Attitude Toward Complaining (Personal Norms)
  18. Attitude Toward Complaining (Societal Benefits)
  19. Attitude Toward Gambling (Negative Beliefs)
  20. Attitude Toward Gambling (Positive Beliefs)
  21. Attitude Toward Product Endorser
  22. Attitude Toward Self-Service Stores
  23. Attitude Toward Store Background Music
  24. Attitude Toward The Act
  25. Attitude Toward The Act (Semantic Differential
  26. Attitude Toward The Act (Semantic Differential)
  27. Attitude Toward The Brand
  28. Attitude Toward The Brand (Comparative)
  29. Attitude Toward The Company
  30. Attitude Toward The Offer
  31. Attitude Toward The Product/Brand
  32. Attitude Toward The Product/Brand (Hedonic)
  33. Attitude Toward The Product/Brand (Semantic Differential)
  34. Attitude Toward The Product/Brand (Utilitarian)
  35. Attitude Toward The Product Idea
  36. Attitude Toward Trying To Lose Weight
  37. Autonomy (Female)
  38. Behavioral Intention
  39. Behavioral Intention (Blood Test)
  40. Belief Confidence
  41. Belief Confidence (Soft Drink)
  42. Benefit Perception (Composite)
  43. Black Racial Identification
  44. Brand Beliefs (35mm Camera)
  45. Brand Beliefs (Shampoo)
  46. Brand Beliefs (Soft Drink)
  47. Brand Beliefs (Tape Player)
  48. Brand Popularity
  49. Brand Preference
  50. Buy American-Made Products (Importance)
  51. Calmness
  52. Change Seeker Index
  53. Cognitive Age
  54. Cognitive Effort (Choice)
  55. Communion With Nature
  56. Communion With Others
  57. Company Reputation
  58. Complaint Intentions (Private)
  59. Complaint Intentions (Third Party)
  60. Complaint Intentions (Voice)
  61. Complaint Success Likelihood
  62. Complaint Worthiness
  63. Compulsivity (General)
  64. Compulsivity (Purchase)
  65. Confidence (Computer Use)
  66. Conformity Motivation
  67. Consumption Motivation (Objective)
  68. Consumption Motivation (Social)
  69. Contempt
  70. Control
  71. Coviewing TV (Parent/Child)
  72. Credibility (Company)
  73. Crowding
  74. Crowding
  75. Crowding
  76. Customer Orientation (Customer's Perception of Salespeople)
  77. Deal Retraction
  78. Decision Action Control Orientation
  79. Decision Difficulty (Electronic Decision Aid)
  80. Decision Quality (Electronic Decision Aid)
  81. Derogatory Beliefs Against Blacks
  82. Desire To Win
  83. Desired Picture Quality (Camera)
  84. Desires Congruency (Camera Picture Quality)
  85. Dieter (Health)
  86. Disconfirmation
  87. Disconfirmation (Camera Picture Quality)
  88. Discount Size
  89. Disgust
  90. Dominance
  91. Donor Motivation (Blood)
  92. Donor Motivation (Charity Administration Importance)
  93. Donor Motivation (Charity Cause Importance)
  94. Donor Motivation (Charity Curative Services Importance)
  95. Donor Motivation (Charity FundRaising Pressure Importance)
  96. Donor Motivation (Charity Wellness Services Importance)
  97. Egalitarianism
  98. Elation
  99. Emotional Valence (Mellow)
  100. Emotional Valence (Positive)
  101. Envy
  102. Ethnocentrism (CETSCALE)
  103. Evaluation (Appeal)
  104. Evaluation (Interest)
  105. Evaluation (Need)
  106. Evaluation (Positivity)
  107. Evaluation (Value)
  108. Expected Picture Quality (Camera)
  109. Expertise (Information Source)
  110. Expertise (Product Development)
  111. Family Brand Belief
  112. Fantasizing
  113. Fashion Consciousness
  114. Fear
  115. Fearfulness
  116. Femininity
  117. Fit (Brand/Company)
  118. Generosity
  119. Guilt
  120. Health Behavioral Control
  121. Health Information Sources (Nonpersonal)
  122. Health Motivation
  123. Imagery Quality/Quantity
  124. Imagery Quantity/Ease
  125. Imagery Vividness (General)
  126. Imagery Vividness (Visual)
  127. Imagery Vividness (Multiple Senses)
  128. Importance of Social Approval (From Best Friend)
  129. Importance of Social Approval (From Friends)
  130. Importance of Social Approval (From Others)
  131. Indexicality (Music)
  132. Influence on Family Decision Making
  133. Information Relevance
  134. Innovativeness (Product Specific)
  135. Intention to Choose Best Alternative
  136. Intention to Recommend School
  137. Interaction With Health Care Professionals
  138. Interest
  139. Interest (Object)
  140. Internal Search Tendency
  141. Interpersonal Influence Susceptibility (Media-Normative)
  142. Interpersonal Influence Susceptibility (Parent-Informative)
  143. Interpersonal Influence Susceptibility (Parent-Normative)
  144. Interpersonal Influence Susceptibility (Peer-Informative)
  145. Interpersonal Influence Susceptibility (Peer-Normative)
  146. Involvement (Choice Task)
  147. Involvement (Coupons)
  148. Involvement (Enduring)
  149. Involvement (Experiment)
  150. Involvement (Processing Nutritional Information)
  151. Involvement (Product)
  152. Involvement (Product Class)
  153. Involvement (Product Class)
  154. Involvement (Situational)
  155. Involvement (Social)
  156. Involvement (Study Task)
  157. Joy
  158. Knowledge (Cars)
  159. Knowledge (Food Product)
  160. Knowledge (Product)
  161. Knowledge (Product Class)
  162. Knowledge (Purchasing Car)
  163. Life-Balance
  164. Locus of Control (Health)
  165. Loneliness
  166. Loyalty Proneness (Product)
  167. Masculinity
  168. Materialism
  169. Materialism (Centrality)
  170. Materialism (Happiness)
  171. Materialism (Success)
  172. Mood
  173. Mood (Global)
  174. Mood (Global)
  175. Need for Cognition
  176. Non-Search Purchase Tendency
  177. Normative Outcomes
  178. Nostalgia Proneness
  179. Novelty Experience Seeking
  180. Opinion Leadership (Price)
  181. Parental Style (Concept-Orientation)
  182. Personal Growth
  183. Personal Outcomes
  184. Personal Source Confidence
  185. Personal Source Usage
  186. Personalizing Shopper
  187. Pleasure
  188. Pleasure
  189. Possessiveness
  190. Power (Reward)
  191. Preference Heterogeneity
  192. Prepurchase Trial Tendency
  193. Price Consciousness
  194. Price Reduction Believability
  195. Price-Prestige Relationship
  196. Price-Quality Relationship
  197. Price-Quality Relationship
  198. Product Attribute Correlation
  199. Product Experience
  200. Product Expertise
  201. Purchase
  202. Purchase Intention
  203. Purchase Intention
  204. Purchase Influence (Child's)
  205. Quality (Audio/Video Product)
  206. Quality (Brand)
  207. Quality (Product)
  208. Quality (Relative Product Performance)
  209. Quality Evaluation Mode
  210. Quietness
  211. Refusal of Child's Purchase Requests (With Explanation)
  212. Response Care
  213. Risk (Enjoyment)
  214. Risk (Performance/Financial)
  215. Risk (Purchase)
  216. Risk Perception (Composite)
  217. Role Overload
  218. Rule-Breaking Behavior
  219. Sadness
  220. Sadness
  221. Sale Proneness
  222. Satisfaction (Generalized)
  223. Satisfaction (Generalized)
  224. Satisfaction (With Activity)
  225. Satisfaction (With Brand Selection)
  226. Satisfaction (With Course)
  227. Satisfaction (With Facility)
  228. Satisfaction (With Hospital)
  229. Satisfaction (With Insurance)
  230. Satisfaction (With Marketer)
  231. Satisfaction (With Physician)
  232. Satisfaction (With Product)
  233. Satisfaction (With Products)
  234. Search Benefits
  235. Search Effort
  236. Search Intention (Lower Price)
  237. Self-Confidence (Generalized)
  238. Self-Consciousness (Public)
  239. Self-Esteem
  240. Self-Esteem
  241. Self-Oriented Values
  242. Sensation Seeking
  243. Service Quality (Access)
  244. Service Quality (Assurance)
  245. Service Quality (Assurance)
  246. Service Quality (Assurance of Professors)
  247. Service Quality (Education Tangibles)
  248. Service Quality (Empathy)
  249. Service Quality (Empathy of Professors)
  250. Service Quality (Hospital Admission)
  251. Service Quality (Hospital Billing)
  252. Service Quality (Hospital Discharge Procedures)
  253. Service Quality (Hospital Explanations)
  254. Service Quality (Hospital Food)
  255. Service Quality (Hospital Nurses)
  256. Service Quality (Overall)
  257. Service Quality (Reliability)
  258. Service Quality (Reliability of Professors)
  259. Service Quality (Responsiveness)
  260. Service Quality (Responsiveness of Professors)
  261. Service Quality (Security)
  262. Service Quality (Tangibles)
  263. Service Quality (Tangible Hospital Accommodations)
  264. Shop With Children
  265. Shopper (Conservative)
  266. Shopping Competitiveness
  267. Shopping Enjoyment
  268. Shopping Enjoyment
  269. Shopping Enjoyment
  270. Shopping Guilt
  271. Shopping Intention
  272. Shopping Intention
  273. Shopping Intention
  274. Shopping Motivation
  275. Shopping Motivation
  276. Shyness
  277. Sleepiness
  278. Social Desirability Bias (Marlowe-Crowne)
  279. Social Position (Personal)
  280. Social Position (Store)
  281. Social Values
  282. Store Conveniences (Neatness)
  283. Store Conveniences (Personnel & Services)
  284. Store Depersonalization
  285. Store Image (Overall)
  286. Store Image (Price/Value)
  287. Store Image (Product Prices)
  288. Store Image (Product Quality)
  289. Store Loyalty
  290. Store Personnel (Quantity & Quality)
  291. Store-Price Image
  292. Study Realism
  293. Surprise
  294. Taste Evaluation
  295. Time Pressure
  296. Time Use (Polychronic Behavior)
  297. Tolerance for Ambiguity
  298. Typicality
  299. Value (Bundle)
  300. Value (Items Purchased Separately)
  301. Value (Offer)
  302. Value (Product)
  303. Value (Total Savings)
  304. Value Consciousness
  305. Verbal/Visual Processing Style
  306. Visibility (Product Usage)
  307. Voluntary Simplicity (Ecological Awareness)
  308. Voluntary Simplicity (Material)
  309. Voluntary Simplicity (Self-Determination)
  310. Work-Oriented

Advertising-Related scales

  1. Ad Impressions
  2. Attention to Ad (Advertised Product/Message/Visual Aspects of the Ad)
  3. Attention to Ad (Brand Evaluation)
  4. Attention to Ad (Message Relevance)
  5. Attention to Ad (Task Relevance)
  6. Attention toward Advertised Brand (Computer)
  7. Attitude toward the Advertiser
  8. Attitude toward the Ad
  9. Attitude Toward the Ad (Believability)
  10. Attitude toward the Ad (Brand Reinforcement)
  11. Attitude toward the Ad (Company Image)
  12. Attitude toward the Ad (Confusion)
  13. Attitude toward the Ad (Empathy)
  14. Attitude toward the Ad (Evaluation Judgements)
  15. Attitude toward the Ad (Familiarity)
  16. Attitude toward the Ad (Humor)
  17. Attitude toward the Ad (Purchase Intention)
  18. Attitude toward the Ad (Relevant News)
  19. Attitude toward the Ad (Role Potrayals)
  20. Attitude toward the Ad (Semantic Differential)
  21. Attitude toward the Ad (Stimulation)
  22. Attitude toward the Brand in the Ad
  23. Attitude toward the Company in the Ad
  24. Attitude toward the Testimonial
  25. Beliefs about TV Advertising (Evaluations of How TV Commercials are Executed)
  26. Beliefs about TV Advertising (Perceptions of Offensive Aspects of TV Advertising)
  27. Beliefs about TV Advertising (Perceptions of the Personal and Social Benefits or Costs of TV Advertising)
  28. Beliefs about TV Advertising (Perceptions that TV advertisements are shown too often or too much)
  29. Beliefs about TV Advertising (Perceptions that TV advertising does not offer information)
  30. Beliefs about TV Advertising (Perceptions that TV advertising is Deceptive)
  31. Credibility (Source)
  32. Endorser Attractiveness
  33. Endorser Experience
  34. Endorser Similarity
  35. Endorser Trustworthiness
  36. Functions of TV Advertising Items (Affirmation of Value Function)
  37. Functions of TV Advertising Items (Hedonic Function)
  38. Functions of TV Advertising Items (Knowledge Function)
  39. Functions of TV Advertising Items (Social Learning Function)
  40. Importance of Information Sources (Independent Experts)
  41. Importance of Information Sources (Interpersonal)
  42. Importance of Information Sources (Marketing)
  43. Importance of Information Sources (Mass Media)
  44. Intrinsic Involvement in the Ad
  45. Mood Rating Scale for Advertisement
  46. Reaction to Ad (Deactivation Sleep, Fatigue)
  47. Reaction to Ad (General Activation, Energy)
  48. Reaction to Ad (General Deactivation, Calmness)
  49. Reaction to Ad (High Activation, Tension)
  50. Realism
  51. Source Perception (Ability to Identify with the Actor in Ad)
  52. Source Perception (Actors Likeability)
  53. Source Perception (Similarity to the Actor in the Ad)
  54. Validity of the Ad Message Claims

Organizational Behavior scales

  1. Commitment (Organizational)
  2. Complaint Responsiveness (Probability of Success)
  3. Consumer Desires (Desires)
  4. Consumer Desires (Desires Congruency)
  5. Consumer Desires (Disconfirmation of Expectations)
  6. Consumer Desires (Expectation)
  7. Customer Orientation - Motivational Direction
  8. Customer Orientation - Organizational Climate
  9. Customer Orientation - Organizational Socialization
  10. Deontological Norms (DN)
  11. Emotional Reactions and Salesperson Motivation (Expectancy Estimates)
  12. Emotional Reactions and Salesperson Motivation (Motivation)
  13. External and Internal Supplier Influences - Boundary Role Performance : (BRP)
  14. External and Internal Supplier Influences - Dealer Satisfaction
  15. External and Internal Supplier Influences - Supplier Control
  16. External and Internal Supplier Influences - Supplier Pressure
  17. Feelings of Success
  18. Index of Services Marketing Excellence (ISME) - Marketing Organization
  19. Index of Services Marketing Excellence (ISME) - Marketing Orientation
  20. Index of Services Marketing Excellence (ISME) - New Customer Marketing
  21. Job Accomplishment Measure
  22. Job Description Index
  23. Job Image
  24. Job Performance
  25. Job Satisfaction
  26. Job Satisfaction
  27. Marketing Norms Scale - General Honesty and Integrity
  28. Marketing Norms Scale - Information and Contract Norms
  29. Marketing Norms Scale - Obligation and Disclosure Norms
  30. Marketing Norms Scale - Price and Distribution Norms
  31. Marketing Norms Scale - Product and Promotion Norms
  32. Motivation to Work (Generalized)
  33. Organizational Structure and Climate - Concentration of Authority : (CONT)
  34. Organizational Structure and Climate - Encouragement of Risk Taking : (RISK)
  35. Organizational Structure and Climate - Formalization : (FORM)
  36. Organizational Structure and Climate - Participation in Decision-Making : (PART)
  37. Organizational Structure and Climate - Quality of R&D-Marketing Relations : (RELATE)
  38. Organizational Structure and Climate - Senior Management Values Integration: (VALUE)
  39. Perceived Fairness
  40. Performance (Behavioral Aspects)
  41. Performance Sensitivity (Job)
  42. Power Bases (Sales Manager)
  43. Psychological Climate : Franchisee - Autonomy
  44. Psychological Climate : Franchisee - Cohesion
  45. Psychological Climate : Franchisee - Fairness
  46. Psychological Climate : Franchisee - Innovation
  47. Psychological Climate : Franchisee - Pressure
  48. Psychological Climate : Franchisee - Recognition
  49. Role Ambiguity (Salesperson & Product Manager)
  50. Role Clarity (Salesperson)
  51. Role Conflict (Ethical Situations)
  52. Role Conflict (Salesperson & Product Manager)
  53. Sales Training Index (Directing)
  54. Sales Training Index (Organization)
  55. Sales Training Index (Planning & Evaluation)
  56. Satisfaction with Job (General)
  57. Satisfaction with Job (Generalized)
  58. Satisfaction with Supervisor
  59. Sex - Role Inventory (BSRI)

* For information about where to find this and the other volumes, see the bottom of the Handbooks page.

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