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The Marketing Scales Handbooks

Volume 10 Table of Contents*

This volume of the series has reviews of 402 scales. As in the previous volumes, multiple instances of scales with the same title (e.g., #37-#39) mean that there was more than one measure of the same construct. In contrast, in the few cases where there were multiple uses of the same or extremely similar measures during the time period covered, they were included in the same review.

  1. Ad Message Construal Level (Abstract)
  2. Ad Message Construal Level (Concrete)
  3. Aesthetic Appeal
  4. Affective Response (Negative)
  5. Affective Response to the Ad (Positive)
  6. Anticipation (Affective)
  7. Appreciation for Producers’ Efforts
  8. Approval of Unfriendliness Towards the Employee
  9. Attachment Anxiety
  10. Attachment to the Product
  11. Attention to the Product Information
  12. Attitude Certainty
  13. Attitude Toward Corporate Philanthropy
  14. Attitude Toward Following Others in Social Media
  15. Attitude Toward Literacy Skills
  16. Attitude Toward Pesticide Use
  17. Attitude Toward Recycling
  18. Attitude Toward the Activity (Work-Likeness)
  19. Attitude Toward the Ad (Credibility)
  20. Attitude Toward the Ad (Divergence)
  21. Attitude Toward the Ad (Gain/Loss Message)
  22. Attitude Toward the Ad (Joyful Nostalgia)
  23. Attitude Toward the Ad (Language Comprehension)
  24. Attitude Toward the Ad (Narrativeness)
  25. Attitude Toward the Ad (Relevance)
  26. Attitude Toward the Ad (Supporting a Cause)
  27. Attitude Toward the Bank
  28. Attitude Toward the Brand (Luxury)
  29. Attitude Toward the Brand Name
  30. Attitude Toward the Brand’s Price
  31. Attitude Toward the Color
  32. Attitude Toward the Company's Charitable Contribution
  33. Attitude Toward the Discussion Thread (Friendliness)
  34. Attitude Toward the Experience (Affective)
  35. Attitude Toward the Experience (Affective)
  36. Attitude Toward the Food Product (GMO Content)
  37. Attitude Toward the Food Product (Nutritiousness)
  38. Attitude Toward the Food Product (Nutritiousness)
  39. Attitude Toward the Food Product (Nutritiousness)
  40. Attitude Toward the Logo (Agentic Animacy)
  41. Attitude Toward the Logo (General)
  42. Attitude Toward the Logo (Helplessness)
  43. Attitude Toward the Object (General)
  44. Attitude Toward the Object (Outrageous)
  45. Attitude Toward the Offer
  46. Attitude Toward The Organization’s Repositioning
  47. Attitude Toward the Product (Goal Achievement)
  48. Attitude Toward the Product (Post-Purchase)
  49. Attitude Toward the Product Choice set
  50. Attitude Toward the Product Design
  51. Attitude Toward the Retailer’s Website (Customer Service)
  52. Attitude Toward the Retailer’s Website (Design)
  53. Attitude Toward the Retailer’s Website (Fulfillment)
  54. Attitude Toward the Retailer’s Website (Security/Privacy)
  55. Attitude Toward the Slogan (General)
  56. Being Watched
  57. Belief in a Just World
  58. Brand Affordability
  59. Brand Expectations
  60. Brand Imitation
  61. Brand Preference
  62. Brand Relationship (Partner Quality)
  63. Brand Sponsorship Motive (Normative)
  64. Busyness at Work
  65. Cause-Related Marketing Motive Attributions (Egoistic)
  66. Cause-Related Marketing Motive Attributions (Values Driven)
  67. Choice Difficulty
  68. Choice Uncertainty
  69. Closeness of the Friend
  70. Comfortableness of the Object
  71. Commitment to the Company (General)
  72. Company Reputation
  73. Company Success Expectations
  74. Company’s Value to the Customer
  75. Competence
  76. Competitive/Collaborative Orientation
  77. Confidence in Finding Product Information
  78. Conformity Orientation
  79. Congruence (General)
  80. Congruence (Self with Object)
  81. Connectedness with Nature
  82. Consciousness of Face (Desire to Gain Face)
  83. Consciousness of Face (Fear of Losing Face)
  84. Conservation Intention at the Hotel
  85. Consumption Closure
  86. Control Value (Customer’s Interaction with The Salesperson)
  87. Conversational Value
  88. Co-Production of the Product
  89. Corporate Social Responsibility (Effect on Product Quality)
  90. Corporate Social Responsibility (Engagement)
  91. Corporate Social Responsibility (High Costs)
  92. Corporate Social Responsibility (Personal Benefit)
  93. Corporate Social Responsibility (Price Markup)
  94. Corporate Social Responsibility (Sales-Contingent Engagement)
  95. Corporate Social Responsibility (Self-Serving Expenditures)
  96. Creative Authenticity
  97. Creativity of the Sponsorship Promotion
  98. Credibility of the News Story
  99. Crowding (General)
  100. Crowding in the Store
  101. Cultural Distinctiveness
  102. Customer Engagement (Influence)
  103. Customer Engagement (Knowledge)
  104. Customer Engagement (Purchases)
  105. Customer Engagement (Reference)
  106. Customer Inspiration (Activation)
  107. Customer Inspiration (Intention)
  108. Customer’s Status with a Company
  109. Customer’s Unfair Treatment by a Company
  110. Dangerous World
  111. Decision Comfort
  112. Decision Confidence (Comparative)
  113. Decision Conflict
  114. Decision Goal (Gratification–Seeking)
  115. Delight
  116. Desirability of Scoring Points
  117. Desire to Connect with Home
  118. Discount Size
  119. Disposal Guilt
  120. Dispute Likelihood
  121. Distraction During the Task
  122. Donation Likelihood
  123. Durability of the Object
  124. Ease of Being Persuaded
  125. Ease of Using the Shopping Technology
  126. Eating Behavior (External Stimuli Motivation)
  127. Effectiveness of the Smoking Warning
  128. Efficacy of Joining the Fitness Club
  129. Embarrassment (Product Purchase)
  130. Emergency Expenditure (Ease of Paying)
  131. Employee Unfriendliness
  132. Environmental Concern of the Company
  133. Environmental Concern of the Company
  134. Environmentalism (Activism)
  135. Environmentalism (Crisis Concern)
  136. Environmentalism (Purchasing Behavior)
  137. E-Service Quality (Contact Availability)
  138. E-Service Quality (Delivery Condition)
  139. E-Service Quality (Delivery Timeliness)
  140. E-Service Quality (Order Accuracy)
  141. E-Service Quality (Privacy)
  142. E-Service Quality (Return Policies)
  143. E-Service Quality (Security)
  144. Exchange Equity (Customer with Company)
  145. Face Enhancement in Idea Sharing
  146. Face Threat in Idea Sharing
  147. Fairness
  148. Femininity
  149. Financial Comfort
  150. Financial Sufficiency (Childhood)
  151. Financial Sufficiency (Current)
  152. Financial Wellness
  153. Fit (Brand With Charity)
  154. Fluency of the Ad
  155. Fluency of the Package’s Health-related Information
  156. Fluency of the Products’ Health-related Information
  157. Fluency of the Written Information
  158. Food Healthiness Effects
  159. Food Healthiness Expense
  160. Friendliness
  161. Friendliness Towards Employees (Social Norms)
  162. Gamification Effectiveness
  163. Gender Identity
  164. Global Self-Identity
  165. Goal Reengagement in the Store
  166. Grandiosity of Another Person
  167. Greed of the Organization
  168. Guilt from Eating the Meal (Expected)
  169. Health Condition Severity
  170. Health Treatment Effectiveness
  171. Hostility Toward the Brand
  172. House Fire Risk
  173. Human Capital
  174. Hunger Satiation Expectation
  175. Identification with the Organization (Affective)
  176. Identification with the Organization (Cognitive)
  177. Implicit Body Theory
  178. Information Sharing Benefits
  179. Information Sharing Motivation (Protect Others)
  180. Information Sharing Motivation (Self-Enhancement)
  181. Innovativeness (Packaging)
  182. Inspiration Felt (State)
  183. Interaction Orientation of the Brand
  184. Interdependent Ideation Style
  185. Interestingness of the Ad
  186. Internet Usage (Escape Motivation)
  187. Involvement (Cognitive)
  188. Involvement in the Task
  189. Involvement with Shopping
  190. Involvement with the Celebrity
  191. Involvement with the Reading Task
  192. Knowledge of the Product Class
  193. Knowledge of the Product Class (Expert)
  194. Lightness of the Object
  195. Local Self-Identity
  196. Locus of Control
  197. Loneliness (State)
  198. Looking for Possessions to Donate
  199. Loyalty (Cognitive)
  200. Loyalty to the Brand (Conative)
  201. Loyalty to the Service Provider
  202. Loyalty to the Store
  203. Loyalty to the Team (Behavioral)
  204. Masculinity
  205. Meaningfulness of Self
  206. Mindfulness (Acting With Awareness)
  207. Mindfulness (Acting Without Judgment)
  208. Mindfulness (Attention to One’s Body)
  209. Mindfulness (Attention to One’s Environment)
  210. Mindfulness (Attention to One’s Feelings)
  211. Mindfulness (Describing)
  212. Mindfulness (Observing)
  213. Moral Violation of the Employee(s)
  214. Morality of the Employee
  215. Morality of the Object
  216. Multi-Media Usage in a Task
  217. Narcissism (State)
  218. Need for Status
  219. Normalcy of Unfriendly Behavior
  220. Optimism (General)
  221. Optimism (Personal Economic Situation)
  222. Outdoors Lifestyle
  223. Parental Media Mediation (Autonomy-Supportive Active)
  224. Parental Media Mediation (Autonomy-Supportive Restrictive)
  225. Parental Media Mediation (Controlling Restrictive)
  226. Parental Media Mediation (Inconsistent Restrictive)
  227. Parental Style (Authoritarian)
  228. Parental Style (Authoritative)
  229. Parental Style (Permissive)
  230. Participation (Active)
  231. Patronage Likelihood (Restaurant)
  232. Performance Improvement Expectancy
  233. Personal Savings Orientation
  234. Persuasiveness of the Ad
  235. Playfulness of The Object
  236. Polychronicity
  237. Power Felt (State)
  238. Power Felt (State)
  239. Powerlessness with the Brand
  240. Preference For the Familiar Food Brand
  241. Prestige of Consuming the Product
  242. Price Fairness
  243. Price familiarity With a Product Category
  244. Price Format Comprehension
  245. Pride in Task Accomplishment
  246. Privacy Concerns (Control of Information)
  247. Privacy Concerns (Data Use Transparency)
  248. Privacy Concerns (Fairness)
  249. Privacy Concerns (Falsifying Personal Information)
  250. Privacy Concerns (Trust in the Company)
  251. Privacy Concerns (Violated)
  252. Privacy Concerns (Vulnerability)
  253. Privacy Control
  254. Privacy Importance
  255. Procrastination (Online)
  256. Procrastination (Trait Decisional)
  257. Product Choice Overload in the Store
  258. Product Contamination
  259. Product Contamination
  260. Product Design (Aesthetic)
  261. Product Development Process (Innovative)
  262. Product Evaluation (Food)
  263. Product Evaluation (General)
  264. Product Preference Heterogeneity
  265. Product Scarcity
  266. Product Usage Automaticity
  267. Program Engagement
  268. Program Information Value
  269. Psychological Distance (Consumer-Retailer)
  270. Purchase Abandonment (Store)
  271. Purchase Abandonment (Store)
  272. Purchase Likelihood (Current Price)
  273. Purchase Likelihood (Product From The Retailer)
  274. Quality of the Brand
  275. Quality of the Company’s Products
  276. Quality of the Product Application
  277. Quality of the Retailer’s Products
  278. Realism of the Ad Scenario
  279. Reciprocity Motivation (Mutual Interest)
  280. Reciprocity Motivation (Self-Interest)
  281. Reflection on the Story
  282. Regret (Decision)
  283. Relational Benefits with the Salesperson (Functional)
  284. Relationship Equity (Customer With Company)
  285. Relationship Feedback
  286. Relationship Orientation of the Brand
  287. Relationship Strength (Due to Gift)
  288. Relationship Termination Responsibility (Company)
  289. Relationship Type (Economic Exchange)
  290. Relationship Type (Social Exchange)
  291. Religiosity
  292. Reminiscing Enjoyment
  293. Repatronage Intention
  294. Reviewer’s Effort
  295. Reviewing Motive (Altruistic)
  296. Riskiness of Reviewing the Product (Social)
  297. Riskiness of the Purchase (Product/Website)
  298. Rumination of Brand-Related Mistreatment
  299. Sacrifice for a Cause
  300. Salesperson’s Customer Orientation
  301. Salesperson’s Pressure (Aggressive)
  302. Salesperson’s Pressure (Directive)
  303. Satisfaction (Cognitive)
  304. Satisfaction with the Brand
  305. Satisfaction with The Co-Produced Product
  306. Satisfaction with the Resort
  307. Satisfaction with the Service Agent
  308. Scarcity in the Job Market
  309. Self-Congruence (Uniqueness)
  310. Self-Efficacy
  311. Self-Efficacy (Financial)
  312. Self-Efficacy (Financial)
  313. Self-Efficacy (Health)
  314. Self-Enhancement When Talking to Someone
  315. Self-Regulatory Orientation (Assessment)
  316. Self-Regulatory Orientation (Locomotion)
  317. Self-Worth (Competence)
  318. Self-Worth (Overall)
  319. Sense of Completion with Negotiated Price
  320. Sense of Control
  321. Sensory Pleasure Expectation (Food Portion)
  322. Severity of the Event
  323. Shopping for New Ideas
  324. Shopping Stress
  325. Side Effects Severity (Drug)
  326. Similarity to Another Person (Expressiveness)
  327. Similarity to Another Person (Overall)
  328. Similarity to Other Customers
  329. Skepticism of Negative Information About the Company
  330. Social Acceptance Concern (Posting)
  331. Social Attraction
  332. Social Avoidance (Place Specific)
  333. Social Exclusion
  334. Social Group Identity
  335. Social Media Usage
  336. Social Media Usage
  337. Social Mobility
  338. Socioeconomic Status
  339. Softness of the Seat
  340. Sophisticated Consumption
  341. Spatial Presence (Product)
  342. Spending Freedom
  343. Sponsor/Sponsee Congruence
  344. Store Design (Confusing Interior Layout)
  345. Store Design (Cramped)
  346. Stress Mindset
  347. Submitting Ideas to the Company
  348. Sunscreen Use Intention
  349. Susceptibility to Persuasion
  350. Suspicious of Other People
  351. Taking Money From Savings (Future-Mindedness)
  352. Taking Money From Savings (Irresponsibility)
  353. Targetedness of the Ad
  354. Task Difficulty
  355. Task Enjoyment
  356. Task Enjoyment
  357. Team Preference
  358. Team Rivalry (Game Induced)
  359. Temporal Proximity to the Health Problem
  360. Threat to Social Order
  361. Tie Strength
  362. Transferred Essence
  363. Trust in the Retailer
  364. Trust in the Salesperson
  365. Trustworthiness (General)
  366. Unfriendliness Towards Employees (Other Customers)
  367. Uniqueness of the Object
  368. Uniqueness of the Object
  369. Usefulness of the Online Shopping App
  370. Usefulness of the Shopping Technology
  371. Value Equity of the Product
  372. Value of the Company’s Products
  373. Value of the Object
  374. Value of the Objects (Comparison)
  375. Value of the Product
  376. Value of the Reward
  377. Value-in-Use (Product)
  378. Variety Among the Activities
  379. Variety-Seeking Tendency
  380. Versatility of the Product
  381. Visual Appeal of the Product
  382. Visual Processing Fluency (General)
  383. Vulnerability
  384. Wait Time in the Store
  385. Warm Glow
  386. Warmth of the Person
  387. Warmth of the Person
  388. Website Design (Aesthetics)
  389. Website Design (Information Quality)
  390. Website Design (Interactivity)
  391. Website Design (Low Prices)
  392. Website Design (Product Selection)
  393. Website Design (Purchasing Process)
  394. Website Design (Readability)
  395. Willingness of The Business to Accommodate a Special Request
  396. Willingness to Pay More
  397. Willingness to Purchase
  398. Willingness to Purchase
  399. Willingness to Purchase a Product as a Gift
  400. Willingness to Switch Companies
  401. Word-of-Mouth (Negative)
  402. Word-of-Mouth Intention Toward the Resort

* Only Volumes 5 and later are available in some form. For more information about these volumes, free samples, and explanatory videos, see