office of scale research

Main Content Area

The Marketing Scales Handbooks

Volume 1 Table of Contents*

Below is a listing of the scales reviewed in Volume 1 of the Marketing Scales Handbook. Please note there are several instances of entries with the same title (e.g., #24 & #25, #81 & #82). 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. Activity (Stimulus)
2. Affect (General)
3. Affect (Music)
4. Age-Related Responsibility (Child)
5. Aggressiveness (Consumer)
6. Aggressiveness (General)
7. Appropriateness (Object)
8. Arousal
9. Arousal-Seeking Tendency
10. Arts Enthusiast
11. Assertiveness (Consumer)
12. Assertiveness (General)
13. Attitude Toward Branded Products
14. Attitude Toward Business
15. Attitude Toward Business Ethics
16. Attitude Toward Buying American-Made Products
17. Attitude Toward Computer Technology
18. Attitude Toward Humor
19. Attitude Toward Pricing Practices
20. Attitude Toward Salespeople
21. Attitude Toward Shampoo
22. Attitude Toward Soft Drink Consumption
23. Attitude Toward the Act (Getting Flu Shot)
24. Attitude Toward the Act (Likert)
25. Attitude Toward the Act (Likert)
26. Attitude Toward the Act (Reuse Salesperson)
27. Attitude Toward the Act (Semantic Differential)
28. Attitude Toward the Offer
29. Attitude Toward the Product
30. Attitude Toward the Product/Brand (Likert)
31. Attitude Toward the Product/Brand (Semantic Differential)
32. Attitude Toward the Product Price
33. Attitude Toward the Product Retail Placement
34. Attitude Toward the Purchase (Feeling Dimension)
35. Attitude Toward the Purchase (Thinking Dimension)
36. Attribute Importance
37. Atribute Variability
38. Brand Differentiation (Cameras)
39. Brand Loyalty (Soft Drink)
40. Brand Name Appropriateness
41. Brand Similarity
42. Brand Switcher
43. Brand Variability (Cameras)
44. Choice Independence (Child)
45. Clothing Interest
46. Communication Avoidance (Parent/Child)
47. Communication Encouragement (Parent/Child)
48. Community Mindedness
49. Comparison Shopping
50. Complaining Acceptabiliity
51. Complaint Responsiveness
52. Complexity (Stimulus)
53. Compliance (Physician's Advice)
54. Compliance Motivation
55. Compulsivity (General)
56. Compulsivity (Purchase)
57. Conformity (Dress)
58. Conformity Motivation
59. Consequences (Physician's Treatment)
60. Conservatism Politicoeconomic)
61. Consumer Affairs Knowledge
62. Consumer Role Expectations (Adolescents')
63. Consumption Motivation (Objective)
64. Consumption Motivation (Social)
65. Contact Frequency (Sales Agent)
66. Convenience (Location Products Within Store)
67. Convenience (Movement in Store)
68. Convenience (Shopping)
69. Convenience (Shopping Ease)
70. Convenience (Store Features)
71. Convenience (Within Store)
72. Cooking Enjoyment
73. Coping (Life)
74. Coviewing TV (Parent/Child)
75. Creativity (Product Usage)
76. Credit Usage
77. Curiosity (Product Operation)
78. Cynicism (Political)
79. Dieter
80. Discomfirmation
81. Dogmatism
82. Dogmatism
83. Dominance
84. Energy Consciousness
85. Envy
86. Ethnocentrism (CETSCALE)
87. Exchange Equity (Customer's With Dealer)
88. Exchange Equity (Customer's With Salesperson)
89. Exchange Inputs (Customer's With Dealer)
90. Exchange Inputs (Customer's With Salesperson)
91. Exchange Inputs (Dealer's With Customer)
92. Exchange Inputs (Salesperson's With Customer)
93. Exchange Outcomes (Customer's With Dealer)
94. Exchange Outcomes (Customer's With Salesperson)
95. Exchange Outcomes (Dealer's With Customer)
96. Exchange Outcomes (Salesperson's With Customer)
97. Exploratory Shopper
98. Expressiveness (Stimulus)
99. Fairness (Dealer's Treatment of Customer)
100. Fairness (Salesperson's Treatment of Customer)
101. Familiarity (Generalized)
102. Familiarity (Object)
103. Fantasizing
104. Fasion Consciousness
105. Femininity
106. Financial Concern
107. Freedom
108. Futility (Political)
109. Generosity
110. Healthiness
111. Healthiness
112. Health/Safety Concern
113. Hemispheric Orientation
114. Homebody
115. Homebody
116. Household Chore Expectations (Parent/Child)
117. Housework Hater
118. Imagery Vividness
119. Inflation Consciousness
120. Information Seeker (Interpersonal)
121. Information Seeker (Interpersonal )
122. Information Usage (Company Sources)
123. Information Usage (Personal Sources)
124. In-Home Shopper
125. Innovativeness (Brand)
126. Innovativeness (Fashion)
127. Innovativeness (Fasion)
128. Innovativeness (Open Processing)
129. Innovativeness (Product)
130. Innovativeness (Shopping)
131. Innovativeness (Shopping)
132. In-Shopping Preference
133. In-Shopping Preference
134. Interaction-Orientation of Salesperson (Customer's Perception)
135. Interpesonal Influence Susceptibility (Normative)
136. Involvement (Activity)
137. Involvement (Body Weight)
138. Involvement (Enduring)
139. Involvement (Enduring)
140. Involvement (Product)
141. Involvement (Product)
142. Involvement (Purchase Decision)
143. Involvement (Response)
144. Involvement (Shopping)
145. Involvement (Situational)
146. Involvement (Store)
147. Involvement (Television)
148. Involvement With Education (Enduring)
149. Involvement With Education (Response)
150. Involvement With Education (Situational)
151. Likelihood of Eating (Specified Food)
152. Locus of Control
153. Loyalty Proneness (Product)
154. Market Maven
155. Masculinity
156. Mastery (Situation)
157. Materialism
158. Materialism
159. Mood
160. Motivation to Engage in Activities (Intrinsic/Extrinsic)
161. Multi-Store Shopper
162. Novelty (Activity)
163. Novelty (Stimulus)
164. Nurturance (Parental)
165. Nutritional Knowledge
166. Nutritional Phraseology Understanding
167. Obedience Expectation for Kids at School
168. Opinion Leadership (Fashion)
169. Opinion Leadership (Fasion)
170. Opinion Leadership (Generalized)
171. Opinion Leadership (Generalized)
172. Opinion Leadership (Generalized)
173. Opinion Leadership (Purchase)
174. Opinion Leadership (Shopping)
175. Optimism (Financial)
176. Parental Ethnocentrism
177. Parental Style (Authoritarian)
178. Parental Style (Concept-Orientation)
179. Parental Style (Firm)
180. Parental Style (Protective)
181. Parental Style (Socio-Orientation)
182. Parental Style (Strick)
183. Patriotism
184. Personalizing Shopper
185. Personalizing Shopper
186. Pleasure
187. Possessiveness
188. Potency (Stimulus)
189. Powerlessness (Consumer)
190. Price Consciousness
191. Price Consciousness
192. Price-Quality Inference (Running Shoes)
193. Pricing Issues (Air Travel)
194. Problem Recognition Style (Clothing)
195. Product Aesthetics
196. Product Knowledge
197. Product Performance Evaluation (Radio)
198. Product Performance Evaluation (Soft Drink)
199. Product-Price Relationship
200. Product Puerchase Influence (Child's)
201. Purchase Expectations (Adolescents')
202. Purchase Independence (Child)
203. Purchase-Related Communication (Child's View)
204. Purchase-Related Communication (Parent's View)
205. Quality (Product)
206. Quality (Product)
207. Quality (Store's Products)
208. Quantity of Consumption (Soft Drink)
209. Rationality (Object)
210. Reader
211. Rebates (Negative Role)
212. Rebates (Negative Role)
213. Rebates (Positive Role)
214. Refusal of Child's Purchase Requests (With Explanation)
215. Refusal of Child's Purchase Requests (Without Explanation)
216. Regulation of Business
217. Respect Toward Elderly
218. Restricted Mobility
219. Restriction of TV Viewing
220. Risk (Financial)
221. Risk (Performance)
222. Risk Aversion (Product Usage)
223. Risk Taker (Purchase)
224. Role Overload
225. Romanticism/Classicism
226. Safety (Air Travel)
227. Satisfaction (Air Travel)
228. Satisfaction (Car)
229. Satisfaction (Coercive Power Behavior)
230. Satisfaction (Expert-Legitimate Powser Behavior)
231. Satisfaction (Financial)
232. Satisfaction (Flu Shot Decision)
233. Satisfaction (Generalized)
234. Satisfaction (Generalized)
235. Satisfaction (Intrinsic)
236. Satisfaction (Life)
237. Satisfaction (Purchases in General)
238. Satisfaction (Referent Power Behavior)
239. Satisfaction (With Retailers)
240. Self-Concept
241. Self-Confidence (Generalized)
242. Self-Confidence (Generalized)
243. Self-Confidence (Non-prescription Drug Purchase)
244. Self-Confidence (Shopping)
245. Self-Esteem
246. Self-Esteem
247. Self-Esteem
248. Self-Orientation of Salesperson (Customer's Perception)
249. Service Failure by Company
250. Service Failure by Sales Agent
251. Shop With Children
252. Shopping Conditions (Local)
253. Shopping Enjoyment
254. Shopping Guilt
255. Shopping Mall Usage
256. Shopping Prone
257. Shopping Responsibility (Wife)
258. Social Desirability Bias (Marlowe-Crowne)
259. Source Pressuring
260. Spontaneity
261. Sports Activeness
262. Sports Enthusiasm
263. Store Familiarity Importance
264. Store Image
265. Store Pricing Importance
266. Subjective Norms (Soft Drink)
267. Task-Orientation of Salesperson (Customer's Perception)
268. Time Management
269. Time Pressure
270. Time Pressure
271. Value (Object)
272. Value (Offer)
273. Value (Offer)
274. Venturesomeness
275. Verbal/Visual Processing Style)
276. Visual Imagery Control
277. Volunteerism (Benefits)
278. Volunteerism (Family/Job Constraints)
279. Volunteerism (Willingness)
280. Weight Control
281. Word Evaluation
282. Workaholic
283. Yielding to Child's Request

Advertising-Related scales

1. Ad Distraction
2. Ad Humor
3. Ad Information Usage
4. Ad Irritation
5. Advertising Concerns (Parent)
6. Advertising Expenditures (Bank)
7. Advertising-Related Discussions (Parent-Child)
8. Attention to Ad
9. Attitude Toward Advertising
10. Attitude Toward Advertising
11. Attitude Toward Advertising (Semantic Differential)
12. Attitude Toward Advertising by Professionals
13. Attitude Toward Advertising by Professionals
14. Attitude Toward the Ad
15. Attitude Toward the Ad (Activity Judgments)
16. Attitude Toward the Ad (Brand Reinforcement)
17. Attitude Toward the Ad (Confusion)
18. Attitude Toward the Ad (Entertainment)
19. Attitude Toward the Ad (Evaluation Judgments)
20. Attitude Toward the Ad (Familiarity)
21. Attitude Toward the Ad (Gentleness Judgments)
22. Attitude Toward the Ad (Insulting)
23. Attitude Toward the Ad (Negative Feelings)
24. Attitude Toward the Ad (Relevance)
25. Attitude Toward the Ad (Relevant News)
26. Attitude Toward the Ad (Semantic Differential)
27. Attitude Toward the Ad (Upbeat Feelings)
28. Attitude Toward the Ad (Warm Feelings)
29. Attitude Toward the Advertiser (Semantic Differential)
30. Attitude Toward TV Advertising
31. Complexity (Ad)
32. Complexity (Stimulus)
33. Credibility (Source)
34. Exposure to Company Advertising (Customer
35. Information Adequacy (Consumer)
36. Information Seeker
37. Information Source Usage
38. Interest (Commercial)
39. Involvement (Ad)
40. Media Usage (Insurance Company)
41. Novelty (Ad)
42. Sales Advertising Watcher

Organizational Behavior scales

1. Acceptance by Coworkers
2. Acceptance of Authority
3. Account Service Activity (Salesperson)
4. Achievement-Oriented Supervisory Behavior
5. Adoption Costs (Customer)
6. Adoption of the Extended Marketing Concept
7. Alienation from Work
8. Alternative Offerings (Industrial Sales)
9. Attitude Toward The Manufacturer (Dealer)
10. Attributional Style (Sales Effort)
11. Attributional Style (Sales Strategy)
12. Autocratic Supervisory Behavior
13. Autonomy (Job Performance)
14. Barriers to Entry
15. Barriers to Exit
16. Centralization (Agent/Client Relationship)
17. Centralization (Buying Group Structure)
18. Centralization (Channel Relationship)
19. Centralization (Channel Relationship)
20. Centralization (Retailer With Wolesaler)
21. Centralization (Salesforce Decisions)
22. Centralization (Vertical Control)
23. Centralization (Wholesaler With Retailer)
24. Channel Conflict (Administrative)
25. Channel Conflict (Dealer With Manufacturer)
26. Channel Conflict (Service)
27. Channel Member Control
28. Commitment (Organizational)
29. Commitment (Organizational)
30. Company Resource Sharing
31. Competitive Environment
32. Competitive Retaliation
33. Competence (Task-Specific for Insurance Agent)
34. Competitive Intensity
35. Competitive Strength
36. Confidence in jWork
37. Confirmation of Expectations (Distributor)
38. Conflict Frequency (Channel)
39. Conflict Importance (Channel)
40. Conflict Intensity (Channel)
41. Conflict Intensity (Generalized)
42. Conflicts at Work
43. Consideration (Channel Relationship)
44. Consideration (Leadership Style)
45. Consideration (Leadership Style)
46. Consideration of Alternatives (Industrial Buying)
47. Contingent Approving Supervisory Behavior
48. Cooperation (Buying Center Members)
49. Customer Orientation (SOCO)
50. Customer Service Support for Employees (Bank)
51. Decision-Making Uncertainty (Retailer)
52. Directive (Channel Relationship)
53. Distributor Interaction (Salesperson)
54. Domain Consensus (Retailer With Wholesaler)
55. Domain Consensus (Wholesaler With Retailer)
56. Dysfunctional Behavior (Employee)
57. Employee Coordination (Sales/Nonsales)
58. Employee Screening (Bank)
59. Entertaining Clients (Salesperson)
60. Environmental Capacity
61. Environmental Concentration
62. Environmental Conflict (Abnormal Competitive Severity)
63. Environmental Conflict (Unfair Trade Practices)
64. Environmental Diversity (Individual Customers)
65. Environmental Diversity (Organizational Customers)
66. Environmental Dynamism (Competitor Dynamism)
67. Environmental Dynamism (Customer Dynamism)
68. Environmental Dynamism (Marketing Practices)
69. Environmental Forces (Demand & Competition)
70. Environmental Forces (Regulation & Technology)
71. Environmental Interconnectedness (Common Input Linkages)
72. Environmental Interconnectedness (Common Output Linkages)
73. Environmental Interdependence
74. Environmental Uncertainty (Buying Group Decisions)
75. Environmental Uncertainty (Complexity)
76. Environmental Uncertainty (Dynamism)
77. Environmental Uncertainty (Market)
78. Ethical Behavior (Management's Emphasis)
79. Ethical Behavior (Research Activity)
80. Ethical Problems
81. Familiarity With Others (Buying Center Members)
82. Feedback From Others in Company
83. Feedback From Superiors)
84. Financial Performance (Organizational)
85. Formality of Product Elimination Decision
86. Formalization (Buying Group Structure)
87. Formalization (Channel Relationship)
88. Formalization (Channel Relationship)
89. Formalization (Organizational)
90. Formalization (Organizational)
91. Formalization (Retailer With Wholesaler)
92. Formalization (Vertical Control)
93. Formalization (Wholesaler With Retailer)
94. Goal Acceptance
95. Goal Clarity
96. Goal Compatibility (Retailer With Wholesaler)
97. Goal Compatibility (Wholesaler With Retailer)
98. Goal Difficulty
99. Influence (Buying Center Member Self-Perception)
100. Influence Attempts (Buying Center Member)
101. Influence On Decision-Making Unit
102. Influence Over Work
103. Information Management Activity (Salesperson)
104. Initiation of Structure (Leadership Style)
105. Initiation of Structuer (Leadership Style)
106. Initiation of Structure (Leadership Style)
107. Interaction (Retailer With Wolesaler)
108. Interaction (Wholesaler With Retailer)
109. Interaction-Orientation of Customer (Salesperson's Perception)
110. Involvement (Job)
111. Job Challenge (Salesperson)
112. Job Description Index (JDI)
113. Job Expectations (Realistic)
114. Job Instrumentality (Salesperson)
115. Job Structure
116. Job Suitability
117. Job Tension
118. Job Variety
119. Locus of Control
120. Machiavellianism (Mach IV)
121. Manifest Influence of Buying Center Members
122. Manifest Influence of Others in Organization
123. Market Attractiveness
124. Market Power of Customer (Knowledge)
125. Market Power of Customer (Size)
126. Market Power of Customer (Switching Costs)
127. Market Power of Manufacturer (Industry Concentration)
128. Market Power of Manufacturer (Nature of Competition)
129. Market Researching Frequency (Bank)
130. Meeting-Related Activity (Salesperson
131. Motivation to Work (Generalized)
132. Motivation to Work Harder
133. Motivation to Work Smarter
134. Munificence (Car Dealer)
135. Negotiation Skill
136. Opportunism (Dealer With Manufacturer)
137. Order Processing Activity (Salesperson)
138. Pariticpation (Buying Group Structure)
139. Participation (Channel Relationship)
140. Participation (Channel Relationship)
141. Participation (Channel Relationship)
142. Participation (Leadership Style)
143. Participation (Leadership Style)
144. Participation in Decision-Making Unit
145. Performance Control Sensitivity (Branch Manager)
146. Performance Control Sensitivity (Salesforce)
147. Performance Documentation
148. Performance Evaluation (East of Assessment)
149. Performance Evaluation (Retailer With Wholesaler)
150. Performance Evaluation (Wholesaler With Retailer)
151. Performance Expectations (Salesperson)
152. Performance Expectations (Salesperson)
153. Performance Sensitivity (Job)
154. Political Meetings Frequency (Bank)
155. Power (Coercive)
156. Power (Coercive)
157. Power (Departmental)
158. Power (Exercises Coercive)
159. Power (Exercised Reward)
160. Power (Expert)
161. Power (Expert)
162. Power (Expert)
163. Power (Expert)
164. Power (Informal Legitimate)
165. Power (Information)
166. Power (Legitimate)
167. Power (Legitimate)
168. Power (Referent)
169. Power (Referent)
170. Power (Referent)
171. Power (Reinforcement)
172. Power (Reward)
173. Power (Reward)
174. Power of Distributor (Exercised)
175. Power of Manufacturer
176. Power of Supplier
177. Pricing Analysis Frequency (Bank)
178. Procedural Knoweldge
179. Product Complexity
180. Product Complexity
181. Product/Component Uniqueness
182. Product Line Sophistication (Industrial Buying)
183. Product Preannouncement (Cannibalization Concerns)
184. Product Preannouncement (Competitive Concerns)
185. Product Preannouncement (Distribution Reasons)
186. Product Preannouncement (Image Reasons)
187. Product Preannouncement (Legal Concerns)
188. Product Preannouncement (Promotional Reasons)
189. Product Preannouncement (Risks)
190. Product Service Activity (Salesperson)
191. Product Understanding
192. Professionalism (Autonomy)
193. Professionalism (Autonomy)
194. Professionalism (Client-Orientation)
195. Professionalism (Collegial Maintenance)
196. Professionalism (Commitment)
197. Professionalism (Identification)
198. Professionalism (Sense of Calling to the Field)
199. Professionalism (Self-Regulation)
200. Professionalism (Service to the Public
201. Purchase Complexity
202. Purchase Importance
203. Purchase Importance
204. Purchase Inexperience
205. Purchase Task Familiarity (Industrial Buying
206. Recruiting/Training Activity (Salesperson)
207. Replaceability of Income From Principal (Agency)
208. Replaceability of Salespeople)
209. Role Ambiguity (Salesperson & Product Manager)
210. Role Autonomy (Job-Related)
211. Role Clarity (Salesperson)
212. Role Clarity (Salesperson)
213. Role Clarity (Salesperson)
214. Role Conflict (Salesperson & Product Manager)
215. Role Conflict (Work-Nonwork)
216. Role Definition (Salesperson)
217. Role Performance
218. Sales Constraints
219. Sample Representativeness Evaluation
220. Sample Size Evaluation
221. Satisfaction (Dealer With Manufacturer)
222. Satisfaction (Dealer With Manufacturer)
223. Satisfaction (Franchisee)
224. Satisfaction With Job (Composite Index)
225. Satisfaction With Job (Extrinsic)
226. Satisfaction With Job Extrinsic)
227. Satisfaction With Job (Extrinsic)
228. Satisfaction With Job (Generalized)
229. Satisfaction With Job (Generalized)
230. Satisfaction With Job (Intrinsic)
231. Satisfaction With Job (Intrinsic)
232. Satisfaction With Job (Intrinsic)
233. Satisfaction With Supervisor
234. Self-Esteem (Task-Specific for Salesperson)
235. Self-Monitoring
236. Self-Orientation of Customer (Salesperson's Perception)
237. Selling Activity
238. Selling Task Complexity (Industrial Selling)
239. Specialization (Channel Relationship)
240. Study Quality Evaluation
241. Supportive (Channel Relationship)
242. Task Completion
243. Task-Orientation of Customer (Salesperson's Perception)
244. Task Significance/Autonomy
245. Time Pressure (Buying Center Members)
246. Trade Show Performance (Nonselling)
247. Trade Show Performance (Selling)
248. Transaction Asset Specificity (Agency With Accounts)
249. Transaction Asset Specificity (Agency With Principal)
250. Transaction Asset Specificity (Firm With Salesperson)
251. Transaction Asset Specificity (Generalized)
252. Travel Activity (Salesperson)
253. Trust (Deader With Manufacturer)
254. Trust (Retailer With Wholesaler)
255. Trust (Wholesaler With Retailer)
256. Upward-Influencing Supervisory Behavior
257. Work Controls (Output)
258. Work Controls (Procedures)
259. Work Controls (Process)
260. Work Controls (Professional)
261. Work Controls (Self)
262. Work Effort
263. Work Evaluation Congruence

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