Main Content Area
The Marketing Scales Handbooks
Volume 5 Table of Contents*
The names for the scales reviewed in Volume 5 are listed below. Please note there are several instances of reviews with the same title (e.g., #18-#22). As in the previous volumes, these represent distinctly different measures of the same construct. In contrast, usage of the same or very similar measures in different studies have been included in the same review. Unlike previous volumes, this book has just one section. (Previous volumes divided scales into three sections.)
- Abstractness
- Acceptability of Alternative Service Providers
- Account Planner Evaluation (Awards)
- Account Planner Evaluation (Market Metrics)
- Account Planner Evaluation (Personal Feedback)
- Accountability (Outcome)
- Accountability (Procedural)
- Accountability Degree
- Achievement Importance
- Action Tendency
- Ad-evoked Product Usage Thoughts
- Aesthetic Appeal of Interior Design
- Aesthetic Evaluation
- Affective Response (General)
- Affective Response (Negative)
- Affective Response (Negative)
- Affective Response (Negative)
- Affective Response (Positive)
- Affective Response (Positive)
- Affective Response (Positive)
- Affective Response (Positive)
- Affective Response (Positive)
- Affective Response to the Ad (Approval)
- Affective Response to the Ad (Disapproval)
- Affective Response to the Ad (Empathy)
- Affective Response to the Ad (Positive)
- Affective Response to the Ad (Positive)
- Affective Response to the Ad (Positive)
- Affective Response to the Ad (Sympathy)
- Ambivalence of Product Evaluation
- Anger
- Anxiety
- Anxiety (Technological)
- Arousal
- Attention to Ad (Message Relevance)
- Attention to the Ad (General)
- Attention to the Commercials
- Attitude Strength
- Attitude Toward Advertising (Role Portrayals)
- Attitude Toward Advertising (Skepticism)
- Attitude Toward Health Risk
- Attitude Toward Political Advertising (Negative)
- Attitude Toward Private Label Brands
- Attitude Toward Product Placement
- Attitude Toward Selling the Object
- Attitude Toward Store Background Music
- Attitude Toward Teenage Smokers
- Attitude Toward the Act (General)
- Attitude Toward the Act (Boycotting)
- Attitude Toward the Act (Purchase)
- Attitude Toward the Ad (General)
- Attitude Toward the Ad (Affective)
- Attitude Toward the Ad (Affective)
- Attitude Toward the Ad (Believability)
- Attitude Toward the Ad (Cognitive)
- Attitude Toward the Ad (Confusion)
- Attitude Toward the Ad (Entertaining)
- Attitude Toward the Ad (Evaluative Judgments)
- Attitude Toward the Ad (General)
- Attitude Toward the Ad (Humor)
- Attitude Toward the Ad (Humor)
- Attitude Toward the Ad (Informativeness)
- Attitude Toward the Ad (Informativeness)
- Attitude Toward the Ad (Intrusiveness)
- Attitude Toward the Ad (Nostalgia)
- Attitude Toward the Ad (Unipolar)
- Attitude Toward the Advertiser
- Attitude Toward the Advertiser
- Attitude Toward the Article
- Attitude Toward the Brand
- Attitude Toward the Brand & Product Category
- Attitude Toward the Brand (Search Costs)
- Attitude Toward the Brand (Trustworthiness)
- Attitude Toward the Brand Name
- Attitude Toward the Charity
- Attitude Toward the Company (Employee Relations)
- Attitude Toward the Company (General)
- Attitude Toward the Company (General)
- Attitude Toward the Company (General)
- Attitude Toward the Company (Social Responsibility)
- Attitude Toward the Company's Altruism (Negative)
- Attitude Toward the Company's Altruism (Positive)
- Attitude Toward the Company's Altruism (Positive)
- Attitude Toward the Coupon Promotion
- Attitude Toward the Loyalty Program
- Attitude Toward the Manufacturer (Trust)
- Attitude Toward the Object (Affective)
- Attitude Toward the Object (Disgusting)
- Attitude Toward the Object (Fun)
- Attitude Toward the Object (General)
- Attitude Toward the Object (General)
- Attitude Toward the Political Ad
- Attitude Toward the Product
- Attitude Toward the Product (Achievement Goal)
- Attitude Toward the Product (Affective)
- Attitude Toward the Product (High Tech)
- Attitude Toward the Product (Knowledge Function)
- Attitude Toward the Product (Necessity-Luxury Status)
- Attitude Toward the Product (Nutritiousness)
- Attitude Toward the Product (Protection Goal)
- Attitude Toward the Product (Public-Private Consumption)
- Attitude Toward the Product (Social-Adjustive Function)
- Attitude Toward the Product (Utilitarian Function)
- Attitude Toward the Product (Value-Expressive Function)
- Attitude Toward the Product in the Ad
- Attitude Toward the Product Price
- Attitude Toward the Product Price
- Attitude Toward the Product-Brand (General Evaluative)
- Attitude Toward the Product-Brand (General Evaluative)
- Attitude Toward the Product-Brand (Healthiness)
- Attitude Toward the Product-Brand (Hedonic)
- Attitude Toward the Product-Brand (Hedonic)
- Attitude Toward the Product-Brand (Utilitarian)
- Attitude Toward the Spokesperson (General)
- Attitude Toward the Spokesperson (Likeability)
- Attitude Toward the TV Program
- Attitude Toward the Website (Absence of Errors)
- Attitude Toward the Website (Affective)
- Attitude Toward the Website (Attractiveness)
- Attitude Toward the Website (Clarity of Privacy Policy)
- Attitude Toward the Website (Cognitive)
- Attitude Toward the Website (Community Features)
- Attitude Toward the Website (Community)
- Attitude Toward the Website (Content Interactivity)
- Attitude Toward the Website (Credibility)
- Attitude Toward the Website (Cultivation)
- Attitude Toward the Website (Customer Care)
- Attitude Toward the Website (Customization)
- Attitude Toward the Website (Design Clarity)
- Attitude Toward the Website (Design)
- Attitude Toward the Website (Economic Value)
- Attitude Toward the Website (Entertaining)
- Attitude Toward the Website (Entertaining)
- Attitude Toward the Website (Escapism)
- Attitude Toward the Website (Fulfillment Reliability)
- Attitude Toward the Website (General)
- Attitude Toward the Website (General)
- Attitude Toward the Website (Order Fulfillment)
- Attitude Toward the Website (Pleasantness)
- Attitude Toward the Website (Product Assortment)
- Attitude Toward the Website (Quality Image)
- Attitude Toward the Website (Safety)
- Attitude Toward the Website (Security)
- Attitude Toward the Website (Service)
- Attitude Toward the Website (Shopping Assistance)
- Attitude Toward the Website (Shopping Efficiency)
- Attitude Toward the Website (Trust)
- Attitude Toward the Website (Visual Appeal)
- Attitude Toward the Website (Visual Appeal)
- Attitude Toward Voting
- Attitude Towards the Spokesperson
- Attractiveness of Competitors
- Authenticity Evidence
- Behavioral Control
- Behavioral Intention (Brand)
- Behavioral Intention (General)
- Behavioral Intention Toward the Product in the Ad
- Behavioral Intention Toward the Product in the Ad
- Believability of the Information
- Benevolence Importance
- Benevolence of the Business
- Benevolence of the Employees
- Biotech Companies' Compliance with Regulation
- Biotech Companies' Efficacy
- Biotech Regulation
- Boycotting Counterarguments
- Boycotting Effectiveness
- Brand Community Engagement
- Brand Community Identification
- Brand Community Interest
- Brand Community Loyalty
- Brand Equity
- Brand Expansion Plausibility
- Brand Extension Fit (General)
- Brand Extension Fit (General)
- Brand Extension Fit (Usage-Based)
- Brand Personality (Excitement)
- Brand Personality (Integrity)
- Brand Personality (Nurturance)
- Brand Personality (Ruggedness)
- Brand Personality (Sincerity)
- Brand Personality (Sophistication)
- Brand Prominence
- Brand Similarity
- Brand Switcher
- Calmness
- Change Seeking
- Charity Donation Requests (Corporate)
- Charity Support Importance
- Choice Difficulty
- Closure Concern
- Commitment to the Brand
- Commitment to the Brand
- Commitment to the Company (Affective)
- Commitment to the Company (Affective)
- Commitment to the Company (Affective)
- Commitment to the Company (Calculative)
- Commitment to the Company (Calculative)
- Commitment to the Company (Continuance)
- Commitment to the Company (General)
- Commitment to the Company (General)
- Commitment to the Company (General)
- Commitment to the Company (Normative)
- Commitment to the Dealership
- Commitment to the Service Provider
- Commitment to the Store (Affective)
- Communication Openness (Patient-Physician)
- Community Value
- Comparison Shopping Necessity
- Comparison Valence of the Ad
- Compatibility of the Product
- Competence of the Airline
- Competence of the Employee (Social)
- Competence of the Employee (Task)
- Competence of the Employees
- Competence of the Store
- Complaint Behavior
- Complaint Intentions (Third Party)
- Complaint Success Likelihood
- Complementarity of Products
- Complexity of the Service
- Compliance with Physician's Instructions
- Compliance with Weight Loss Program
- Compulsive Buying
- Computer Importance in the Home
- Computer's Effect on Home Activities
- Confidence (General)
- Confidence (Voter)
- Conflict (Decision)
- Conformity Importance
- Congruence (General)
- Congruence (Self with Brand )
- Congruence of the Ad
- Congruence of the Ad (External)
- Connectedness with Television Program
- Consistency Motivation (Internal)
- Consumption Affect
- Consumption Affect (Anticipated)
- Consumption Assortment Aesthetic Evaluation
- Consumption Occasion (Hedonic-Utilitarian)
- Control of Shopping Process
- Coping Strategy (Action)
- Coping Strategy (Avoidance)
- Coping Strategy (Denial)
- Coping Strategy (Emotional Support)
- Coping Strategy (Emotional Venting)
- Coping Strategy (Instrumental Support)
- Coping Strategy (Positive Thinking)
- Coping Strategy (Rational Thinking)
- Corporate Community Relations
- Corporate Social Responsibility (Treatment of Workers)
- Credibility (Attractiveness)
- Credibility (Expertise)
- Credibility (Expertise)
- Credibility (General)
- Credibility (Trustworthiness)
- Credibility (Trustworthiness)
- Credibility of the Company
- Crowding
- Cultural Orientation (Horizontal Collectivism)
- Cultural Orientation (Horizontal Individualism)
- Curiosity about the Product
- Cynicism (Political)
- Cynicism (Political)
- Depression
- Depression
- Desirable Responding
- Discomfort (Psychological)
- Discomfort (Psychological)
- Disconfirmation
- Dissatisfaction
- Donation Likelihood
- Ease of Generating Reasons
- Ease of Use
- Ease of Use
- Ease of Use
- Ease of Use
- Easiness
- Efficacy (Political)
- Efficacy (Website Quality Judgment)
- Employee Effort
- Envy
- Ethicality
- Ethnocentrism
- Expertise (General)
- Expertise (Personal)
- Expertise (Product Prices)
- Expertise (Source)
- Exploratory Consumer Tendencies
- Expressiveness of Product Usage
- Extra-Role Behaviors (Service Rep)
- Factory Closing Egregiousness
- Fairness of the Offer
- Fallibility
- Familiarity of the Object
- Familiarity of the Object
- Familiarity with the Product Category & Brand
- Family Communication (Concept-Oriented, Child's View)
- Family Communication (Socio-Oriented, Child's View)
- Family Importance
- Family Resources
- Family Stressors
- Fear of Disapproval
- Fearfulness
- Financial Needs
- Fit (Company with Industry)
- Flow (Shopping)
- Food Fat Knowledge (Subjective)
- Fun
- Generality of Product Image
- Generosity
- Goal Attainment
- Goal Similarity (Fit)
- Goal Similarity (Ideal Attributes)
- Headline Meaning Openness
- Help Provision Likelihood (Customer to Business)
- Honesty
- Iconicity with Fiction
- Iconicity with History
- Iconicity with Old Things
- Identification with Brand
- Identification with Brand
- Identification with Role
- Identity Appraisal (Reflected)
- Identity Appraisal (Self)
- Image of the Political Candidate
- Imagery Vividness (Multiple Senses)
- Imagery Vividness (Visual)
- Importance (Product Attribute)
- Impulse Buying
- Independence
- Independence-Interdependence
- Indexicality (Actual Contact)
- Indexicality (Hypothetical Contact)
- Indexicality (Telepresence)
- Indexicality With Era
- Innovativeness (Product Trial)
- Innovativeness (Use)
- Intangibility (Mental)
- Intention to Get a Mammogram
- Intention to Recommend
- Interdependence
- Interest (General)
- Interest in Advertisements
- Interest in the Ad Vehicle
- Internet Search Skill
- Internet Shopping (Convenience)
- Internet Shopping (Site Design)
- Internet Usage (Convenience Motivation)
- Internet Usage (Entertainment Motivation)
- Internet Usage (Information Motivation)
- Internet Usage (Social Motivation)
- Internet Usage (Time)
- Internet Usage Control
- Internet Usage Skill
- Intimacy with Company
- Investment Strategy (Prevention Benefits)
- Investment Strategy (Promotion Benefits)
- Involvement (Enduring)
- Involvement (Situational)
- Involvement in the Experimental Task
- Involvement in the Message (Motivation)
- Involvement in the Message (Processing Effort)
- Involvement in the Task (Distraction)
- Involvement in the Task (Processing Effort)
- Involvement with Coupons
- Involvement with Politics
- Involvement with Reading Task
- Involvement with Sales Promotion Deals
- Involvement with Store Type
- Involvement with the Brand (Interest)
- Involvement with the Brand (Pleasure)
- Involvement with the Brand (Risk Importance)
- Involvement with the Brand (Risk Probability)
- Involvement with the Brand (Signal)
- Involvement with the Product
- Involvement with the Product
- Involvement with the Product Category
- Involvement with the Product's Description
- Involvement with the Voting Decision
- Joy
- Justice (Distributive)
- Justice (Distributive)
- Justice (Distributive)
- Justice (Interactional)
- Justice (Interactional)
- Justice (Interactional)
- Justice (Procedural)
- Justice (Procedural)
- Justifiability of the Decision
- Knowledge (Subjective)
- Knowledge of the Brand
- Knowledge of the Product Class
- Knowledge of the Product Class
- Knowledge of the Product Class
- Knowledge of the Product Class
- Knowledge of the Product Class
- Knowledge of the Product Class
- Knowledge of the Product Class
- Locus of Control (General)
- Locus of Control (Health)
- Loyalty (Action)
- Loyalty (Active)
- Loyalty (Active)
- Loyalty (Affective)
- Loyalty (Brand)
- Loyalty (Cognitive)
- Loyalty (Conative)
- Loyalty (Passive)
- Loyalty Proneness (Product)
- Loyalty to Company (Post-Complaint)
- Loyalty to the Airline
- Loyalty to the e-Retailer
- Loyalty to the Financial Adviser
- Loyalty to the Store
- Loyalty to the Store
- Machiavellianism (Mach IV)
- Mammogram Costs
- Market Mavenism
- Materialism (Centrality)
- Materialism (General)
- Materialism (Happiness)
- Materialism (Success)
- Meaningfulness (General)
- Mood
- Need for Cognition
- Need for Cognitive Closure
- Need For Evaluation
- Need for Humor
- Need for Interaction (Service Encounters)
- Need for Touch (Autotelic)
- Need for Touch (Instrumental)
- Need for Touch (Instrumental)
- Need for Unique Products
- Need for Uniqueness (General)
- Neuroticism
- New Product Attributes (Value Added)
- Normative Compliance (Usage of Product)
- Novelty (General)
- Nutrition Information Interest
- Nutrition Interest
- Nutrition Knowledge (Subjective)
- Optimism
- Ordering Option Beliefs (Ease of Use)
- Organizational Prestige
- Originality
- Outcome Status
- Participative Decision-Making (Patient-Physician Interaction)
- Patronage Frequency
- Performance Quality
- Persuasiveness of the Ad
- Persuasiveness of the Ad
- Persuasiveness of the Information
- Planning (Product Usage)
- Pleasantness
- Pleasure
- Popularity of the Object
- Possessiveness
- Power (Expert)
- Power Importance
- Powerlessness
- Price as a Quality Indicator
- Price Comparison Likelihood
- Price Fairness
- Price Perception (Internal Reference)
- Price Perception (Store Comparison)
- Price Perception (Store Comparison)
- Price-Consciousness
- Price-Consciousness
- Price-Consciousness
- Price-Quality Relationship
- Price-Quality Relationship
- Pride
- Problem-Solving Orientation of the Airline
- Problem-Solving Orientation of the Employees
- Problem-Solving Orientation of the Store
- Processing Goals (Advertisement)
- Product Innovativeness
- Product Replacement Motivation
- Product-Story Connection
- Proximity
- Purchase Experience
- Purchase Intention
- Purchase Intention
- Purchase Intention
- Purchase Intention
- Purchase Intention
- Purchase Intention
- Purchase Intention Toward the Product in the Ad
- Purchase Intention Toward the Product in the Ad
- Purchase Secrecy
- Purchase-Related Communication (Parent's View)
- Quality of the Brand
- Quality of the Clothing
- Quality of the Food
- Quality of the Grocer's Products
- Quality of the Product
- Quality of the Product
- Quality of the Product
- Quality of the Restaurant
- Reason Generation Difficulty
- Reciprocity (Organization-Individual)
- Recycling (Social Norms)
- Refund Claim Likelihood
- Regret (Decision)
- Relational Bonds (Financial)
- Relational Bonds (Social)
- Relational Bonds (Structural)
- Relative Advantage of the Product
- Relevance of the Information
- Relevance of the Product Attribute
- Religion Importance
- Repatronage Intention
- Repatronage Intention
- Resource Demands
- Response Difficulty
- Results of the Store's High Prices
- Risk (Financial)
- Risk (Food Product Quality)
- Risk (General)
- Risk (Performance)
- Risk (Performance)
- Risk (Personal)
- Risk of Self-Service Technology
- Sadness
- Satisfaction (General)
- Satisfaction (General)
- Satisfaction (General)
- Satisfaction (General)
- Satisfaction (Voter)
- Satisfaction with Car Brand
- Satisfaction with Car Dealership
- Satisfaction with Choice of Service Provider
- Satisfaction with Company (Post Complaint)
- Satisfaction with Complaint Process
- Satisfaction with Educational Institution
- Satisfaction with Encounter
- Satisfaction with Grocer's Customer Service
- Satisfaction with Health Plan
- Satisfaction with Hypothetical Experience
- Satisfaction with Internet Search Process
- Satisfaction with Life
- Satisfaction with Most Recent Experience
- Satisfaction with Performance
- Satisfaction with Problem Resolution
- Satisfaction with Purchase Experience
- Satisfaction with Retailers
- Satisfaction with Service
- Satisfaction with Service
- Satisfaction with Service
- Satisfaction with Service Provider
- Satisfaction with Service Provider
- Satisfaction with Shopping Experience
- Satisfaction with Store
- Satisfaction with Weight Loss Program
- Security Importance
- Security of Internet Financial Transactions
- Self-Confidence (Bargaining Tactics)
- Self-Confidence (Expressing Opinions in Stores)
- Self-Confidence (Judgment Correctness)
- Self-Consciousness (Private)
- Self-Consciousness (Public)
- Self-Direction Importance
- Self-Efficacy
- Self-Efficacy (Resisting Pressure to Smoke)
- Self-Monitoring
- Self-Referencing
- Self-Regulatory Focus (Prevention)
- Self-Regulatory Focus (Promotion)
- Self-View in Choice Task
- Service Failure Attributions (Internal)
- Service Failure Cause Permanency
- Service Failure Severity
- Service Failure Typicality
- Service Personalization Effort
- Service Quality (Empathy)
- Service Quality (Global)
- Service Quality (Heterogeneity)
- Service Quality (Outcome-Related for Financial Adviser)
- Service Quality (Process-Related for Financial Adviser)
- Service Quality of the Employee
- Service Quality of the Employees
- Service Quality of the Store's Employees
- Service Quality of the Website
- Service Quality of the Website
- Service Recovery Expectations
- Service Usage Breadth
- Shame
- Shame
- Shame
- Shopping Convenience (Check-Out)
- Shopping Convenience (Finding Products)
- Shopping Convenience (Post-Purchase Activities)
- Shopping Convenience (Store Access)
- Shopping Convenience (Store Selection)
- Shopping Costs
- Shopping Enjoyment
- Shopping Enjoyment
- Shopping Enjoyment
- Shopping Intention
- Shopping Orientation (Adventure)
- Shopping Orientation (Apathetic)
- Shopping Orientation (Economic)
- Shopping Orientation (Gratification)
- Shopping Orientation (Personalizing)
- Shopping Orientation (Personalizing)
- Shopping Orientation (Role)
- Shopping Orientation (Staying Informed)
- Shopping Orientation (Value)
- Shopping Smart
- Shopping with Friends
- Smoking Intention
- Smoking Intention
- Smoking-Related Beliefs (Negative)
- Social Acceptance Importance
- Social Acceptance of Smoking
- Social Attraction
- Social Comparison Tendency
- Social Desirability Bias
- Social Desirability of Eating Particular Food
- Social Identification
- Social Identification
- Social Identification
- Special Treatment from the Service Provider
- Speed
- Sponsor's Self-Interest
- Spousal Influence Strategy (Coercive)
- Spousal Influence Strategy (Non-Coercive)
- Stimulation Importance
- Stimulation Potential
- Stimulation Preference
- Store Atmosphere
- Store Atmosphere
- Store Design
- Store Personnel (Quantity & Quality)
- Store's Provision of Information
- Stress
- Susceptibility to Peer Influence
- Switching Costs (Benefits Lost)
- Switching Costs (Brand Relationship Loss)
- Switching Costs (Economic)
- Switching Costs Evaluation)
- Switching Costs (General)
- Switching Costs (General)
- Switching Costs (Learning)
- Switching Costs (Personal Relationships Lost)
- Switching Costs (Setup)
- Switching Costs (Setup)
- Switching Experience
- Switching Experience
- Switching Intention
- Tangibility (Physical)
- Taste-Fat Relationship
- Thought Focus (Others)
- Thought Focus Self)
- Time Pressure
- Tolerance for Ambiguity
- Tradition Importance
- Trust (General)
- Trust in the Company
- Trust in the Company
- Trust in the Company
- Trust in the Employees
- Trust in the Service Provider
- Trust in the Service Provider
- TV Viewing (Attention)
- TV Viewing (Time Spent)
- Uniqueness of Product's Attributes
- Unity in the Object
- Universalism Importance
- Usage Clarity
- Usefulness (General)
- Usefulness of the Object
- Value Consciousness
- Value of External Information
- Value of Supermarket Offers
- Value of the Added Service
- Value of the Loyalty Program
- Value of the Offer
- Value of the Offer
- Value of the Offer
- Value of the Offer
- Value of the Offer
- Value of the Product
- Value of the Product
- Value of the Store's Products
- Value of the Store's Products
- Value of the Store's Products
- Value of the Transaction
- Variability
- Variety Within Assortment
- Verbal-Visual Processing Style
- Visibility of Product (Social)
- Visual Aesthetics Centrality
- Visual Appeal
- Vividness (General)
- Vividness of Product Presentation at Website
- Website Comparison Shopping
- Website Ease-of-Use
- Website Ease-of-Use
- Website Ease-of-Use
- Website Interactivity (Content Usefulness)
- Website Interactivity (Engaging)
- Website Interactivity (General)
- Website Interactivity (Human-Human)
- Website Interactivity (Real-Time Communication)
- Website Interactivity (Speed)
- Website Preference (Exciting)
- Website Usage Intention
- Website Usefulness
- Website Usefulness
- Website Visit Intention
- Well-Being
- Word-of-Mouth (Positive)
- Word-of-Mouth (Positive)
- Work Importance
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