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The Marketing Scales Handbooks

Volume 4 Table of Contents*

Below is a listing of the new or updated scales that are included in Volume 4 of the Marketing Scales Handbook. Please note there are several instances of entries with the same title (e.g., #311-#318). As in the previous volumes, these represent distinctly different measures of the same construct. In contrast, usage of the same or similar measures in different studies have been included in the same review.

Unlike the previous volumes, this one does not have a section devoted to organizational measures. It does have separate sections for consumer behavior and advertising scales.

Consumer Behavior scales

1. Acceptability of Choice Alternatives
2. Affective Response (General)
3. Affective Response (Negative)
4. Affective Response (Negative)
5. Affective Response (Positive)
6. Affective Response (Positive)
7. Affective Response to Brand
8. Agreement Response Tendency
9. Animosity (Economic)
10. Animosity (War)
11. Anxiety (With Computers)
12. Approach-Avoidance
13. Arousal
14. Arousal-Avoidance
15. Attitude Toward a Theater’s Facilities
16. Attitude Toward Activities (Adventurous)
17. Attitude Toward Activities (Social Status)
18. Attitude Toward Charitable Organizations
19. Attitude Toward Children's TV Programming
20. Attitude Toward Complaining (Personal Norms)
21. Attitude Toward Coupons
22. Attitude Toward Elicitation Method
23. Attitude Toward Helping Others
24. Attitude Toward Homosexuality
25. Attitude Toward NUTRITION FACTS Label
26. Attitude Toward Private Label Brands
27. Attitude Toward Product Price
28. Attitude Toward Sweepstakes
29. Attitude Toward the Act
30. Attitude Toward the Act (Consuming a Food Item)
31. Attitude Toward the Brand
32. Attitude Toward the Brand & Product Category
33. Attitude Toward the Brand (Beer)
34. Attitude Toward the Brand (Child’s Hedonic)
35. Attitude Toward the Brand (Child’s Utilitarian)
36. Attitude Toward the Brand (Usage Benefits)
37. Attitude Toward the Brand Name
38. Attitude Toward the Brand Name
39. Attitude Toward the Company
40. Attitude Toward the Company
41. Attitude Toward the Company (Social Responsibility)
42. Attitude Toward the Innovation
43. Attitude Toward the Mall (Ambience)
44. Attitude Toward the Mall (Design)
45. Attitude Toward the Mall (Exciting)
46. Attitude Toward the Mall (Layout)
47. Attitude Toward the Mall (Variety)
48. Attitude Toward the Movie (Action)
49. Attitude Toward the Movie (Extrinsic Cues)
50. Attitude Toward the Movie (Intrinsic Cues)
51. Attitude Toward the Movie (Story)
52. Attitude Toward the Object (Interesting)
53. Attitude Toward the Object (Likeability)
54. Attitude Toward the Offer
55. Attitude Toward the Product (Beauty Enhancement)
56. Attitude Toward the Product (Digital Camera)
57. Attitude Toward the Product (Food)
58. Attitude Toward the Product (High Tech)
59. Attitude Toward the Product/Brand
60. Attitude Toward the Product/Brand
61. Attitude Toward the Product/Brand
62. Attitude Toward the Sales Promotion (Convenience)
63. Attitude Toward the Sales Promotion (Entertainment)
64. Attitude Toward the Sales Promotion (Exploration)
65. Attitude Toward the Sales Promotion (Overall)
66. Attitude Toward the Sales Promotion (Pride)
67. Attitude Toward the Sales Promotion (Quality)
68. Attitude Toward the Sales Promotion (Savings)
69. Attitude Toward the Service Provider
70. Attitude Toward the Service Provider
71. Attitude Toward the Sponsor
72. Attitude Toward the Sport (Adventurous)
73. Attitude Toward the Sport (Curiosity-Arousing)
74. Attitude Toward the Sport (Social Status)
75. Attitude Toward the Sport (Thrilling)
76. Attitude Toward the Task
77. Attitude Toward the Website (Affect)
78. Attitude Toward the Website (Economic Value)
79. Attitude Toward the Website (Entertaining)
80. Attitude Toward the Website (Entertaining)
81. Attitude Toward the Website (Escapism)
82. Attitude Toward the Website (General)
83. Attitude Toward the Website (General)
84. Attitude Toward the Website (General)
85. Attitude Toward the Website (Informative)
86. Attitude Toward the Website (Organized)
87. Attitude Toward the Website (Quality)
88. Attitude Toward the Website (Shopping Efficiency)
89. Attitude Toward the Website (Trust)
90. Attitude Toward the Website (Visual Appeal)
91. Balanced Inventory of Desirable Responding
92. Behavioral Intention
93. Behavioral Intention
94. Bored
95. Boycott Issue Importance
96. Boycott Likelihood
97. Brand Belief
98. Brand Consciousness
99. Brand Distinctiveness
100. Brand Equity
101. Brand Extension Fit
102. Brand Extension Fit
103. Brand Extension Fit
104. Brand Extension Fit (Usage-Based)
105. Brand Parity
106. Brand Personality (Competence)
107. Brand Personality (Excitement)
108. Brand Personality (Ruggedness)
109. Brand Personality (Sincerity)
110. Brand Personality (Sophistication)
111. Brand Superiority
112. Browsing
113. Calmness
114. Cause Marketing (Commitment by Business)
115. Cause Marketing (Congruency With Business)
116. Cause Marketing (Resources Expended by Business)
117. Change Seeking
118. Commercial Friendship Perception
119. Commercial Friendship Perception
120. Commitment (Brand)
121. Commitment (Brand)
122. Commitment (Information Complexity)
123. Commitment (Position Involvement)
124. Commitment (Resistance to Change)
125. Commitment (Volitional Choice)
126. Commitment to a Theater
127. Commitment to Retailer
128. Commitment to Service Provider
129. Commitment to Service Provider
130. Commitment to Service Provider
131. Communication Avoidance (Parent/Child)
132. Communication Effectiveness with Service Provider
133. Communication Encouragement (Parent/Child)
134. Competence of Service Provider
135. Compulsive Buying
136. Conformity Motivation (ATCSI)
137. Conformity Motivation (Consumption)
138. Congruency (Beliefs/Information)
139. Consumer Activism
140. Consumer Skills Development (Child's)
141. Convenience of Technology Assisted Shopping
142. Corporate Social Responsibility (Company Ability)
143. Corporate Social Responsibility (Personal Support)
144. Country-of-Origin Product Image (General)
145. Country-of-Origin Product Purchase Intention
146. Coviewing TV (Parent/Child)
147. Crime Estimates
148. Cultural Orientation (Horizontal Collectivism)
149. Cultural Orientation (Horizontal Individualism)
150. Cultural Orientation (Vertical Collectivism)
151. Cultural Orientation (Vertical Individualism)
152. Decision Basis (Head Vs. Heart)
153. Decision-Making Style
154. Desire for Friendship with Service Provider
155. Disconfirmation Sensitivity
156. Distribution Intensity
157. Ease of Use
158. Ease of Use (Technology Assisted Shopping)
159. Embarrassment
160. Environmentalism
161. Environmentalism
162. Ethnic Identification (Affirmation and Belonging)
163. Ethnocentrism (CETSCALE)
164. Event/Product Congruence (Functional)
165. Event/Product Congruence (Image)
166. Event/Sponsor Congruence
167. Exploratory Consumer Tendencies
168. Familiarity (Brand)
169. Familiarity (Object)
170. Familiarity (Product Category & Brand)
171. Family Communication (Concept-Oriented, Child's View)
172. Family Communication (Concept-Oriented, Parent's View)
173. Family Communication (Socio-Oriented, Child's View)
174. Family Communication (Socio-Oriented, Parent's View)
175. Financial Pressure (Specific Shopping Trip)
176. Friendliness
177. Frugality
178. Goal Similarity (Brand/Ideals)
179. Goal Similarity (Product Category/Ideals)
180. Health Behaviors (Preventive)
181. Health Club Beliefs
182. Health Consciousness
183. Health Knowledge
184. Health Motivation
185. Health Value
186. Homophily
187. Impulse Buying (Product Specific)
188. Impulse Buying (Trip Specific)
189. Impulse Buying Tendency
190. Impulse Buying Tendency
191. Impulsivity
192. Independence (Child from Parent)
193. Independence/Interdependence
194. Indexicality (Corporal)
195. Indexicality (Temporal)
196. Innovativeness (General)
197. Innovativeness (Product Purchase)
198. Innovativeness (Product Specific)
199. Intention to Support a Theater
200. Intergenerational Communication (Preferences)
201. Intergenerational Communication (Skills)
202. Internet Services Adoption (Financial & Information)
203. Internet Services Adoption (Infotainment)
204. Internet Services Adoption (Ordering)
205. Internet Shopping (Convenience)
206. Internet Shopping (Site Design)
207. Internet Shopping Experience
208. Internet Usage (Economic Motivation)
209. Internet Usage (Entertainment Motivation)
210. Internet Usage (Escape Motivation)
211. Internet Usage (Escape Motivation)
212. Internet Usage (Financial Security Concerns)
213. Internet Usage (Information Motivation)
214. Internet Usage (Information Motivation)
215. Internet Usage (Interactive Control Motivation)
216. Internet Usage (Privacy Concerns)
217. Internet Usage (Privacy Concerns)
218. Internet Usage (Socialization Motivation)
219. Internet Usage Intention (Information)
220. Internet Usage Intention (Purchase)
221. Involvement (Brand)
222. Involvement (Cents-Off Offers)
223. Involvement (Coupons)
224. Involvement (Ego with Service Provider)
225. Involvement (End-of-Aisle Displays)
226. Involvement (Enduring)
227. Involvement (Event)
228. Involvement (Movie Watching)
229. Involvement (Online Services)
230. Involvement (Premiums)
231. Involvement (Product Class)
232. Involvement (Product Class)
233. Involvement (Product)
234. Involvement (Promotional Games)
235. Involvement (Purchase of Bank Services)
236. Involvement (Rebates)
237. Involvement (Sales Promotion Deals)
238. Involvement (Sales)
239. Involvement (Situational)
240. Involvement (Special Possession)
241. Involvement (Study)
242. Involvement (Two-For-One Deals)
243. Justice (Accessibility)
244. Justice (Decision Control)
245. Justice (Distributive)
246. Justice (Effort)
247. Justice (Empathy)
248. Justice (Explanation)
249. Justice (Flexibility)
250. Justice (Honesty)
251. Justice (Interactional)
252. Justice (Politeness)
253. Justice (Process Control)
254. Justice (Speed)
255. Knowledge (Cars)
256. Knowledge (Cars)
257. Knowledge (Marketplace)
258. Knowledge (Product Classes)
259. Knowledge (Product Classes)
260. Knowledge (Product)
261. Language Proficiency
262. Legitimation
263. Loyalty (Active)
264. Loyalty (Brand)
265. Loyalty (Passive)
266. Loyalty (Product)
267. Loyalty (Store)
268. Loyalty (Store)
269. Loyalty (Store)
270. Loyalty (Store)
271. Loyalty Intentions (Supermarket Merchandise)
272. Loyalty Proneness (Brand)
273. Loyalty Proneness (Product)
274. Loyalty Proneness (Retail)
275. Market Maven
276. Marketplace Activism (Direct)
277. Materialism
278. Mood (Global)
279. Mood (Global)
280. National Brand Promotion Usage (In-Store)
281. National Brand Promotion Usage (Out-of-Store)
282. Navigation of Technology Assisted Shopping
283. Need for Cognition
284. Need For Evaluation
285. Need for Unique Products
286. Need for Uniqueness (Consumer’s)
287. Need for Uniqueness (General)
288. Nostalgia Proneness
289. Nurturance (Parental)
290. Nutrition Information Interest
291. Nutrition Information Usage
292. Nutrition Information Usage
293. Nutrition Knowledge (Objective)
294. Nutrition Knowledge (Subjective)
295. Obedience Expectations For Kids at School
296. Occupation Estimates
297. Opinion Leadership (Domain Specific)
298. Outshopping
299. Parent-Adolescent Communication (Openness)
300. Parent-Adolescent Communication (Problems)
301. Parental Exclusion of Outside Influences
302. Parental Style (Authoritarian)
303. Parental Style (Protective)
304. Parental Style (Strict)
305. Perfectionism
306. Performance Expectations (Prepurchase)
307. Performance Perceptions (Postpurchase)
308. Pleasantness
309. Pleasantness
310. Pleasure
311. Prestige Importance
312. Prestigiousness
313. Price (Internal Reference)
314. Price (Product)
315. Price Consciousness
316. Price Consciousness
317. Price Consciousness
318. Price Consciousness
319. Price Dealing Intensity
320. Price Perceptions (Postpurchase)
321. Price Perceptions (Prepurchase)
322. Price Prominence
323. Price-Quality Relationship
324. Prices (Store)
325. Problem Solving Capacity (Beauty Product)
326. Product Information Relevancy
327. Product Innovativeness
328. Program Liking
329. Purchase Communication (Parent-Adolescent)
330. Purchase Communication (Peer)
331. Purchase Frequency (Product Specific)
332. Purchase Frequency (Store Brands)
333. Purchase Independence (Child from Parent)
334. Purchase Influence (Child's)
335. Purchase Intention
336. Purchase Intention
337. Purchase Intention
338. Purchase Intention
339. Purchase Intention
340. Purchase Intention (Product/Store)
341. Purchase Involvement (Cognitive)
342. Purchase Likelihood (Sponsor’s Products)
343. Purchase Likelihood (Upon Child’s Request)
344. Purchase Likelihood (With Child’s Money)
345. Purchase Norms (Sports Fans)
346. Quality (Acting)
347. Quality (Environment)
348. Quality (Product)
349. Quality (Product)
350. Quality (Product)
351. Quality (Product)
352. Quality (Supermarket Merchandise)
353. Quality (TV Set)
354. Quality (Video Product)
355. Quality Consciousness
356. Racial Importance
357. Reality of Television Portrayals
358. Refusal of Child's Purchase Requests (With Explanation)
359. Refusal of Child's Purchase Requests (Without Explanation)
360. Regret
361. Relational Benefits (Confidence)
362. Relational Benefits (Functional)
363. Relational Benefits (Social)
364. Relational Benefits (Social)
365. Relational Benefits (Social)
366. Relational Benefits (Special Treatment)
367. Relationship Investment (Commercial Friendship)
368. Relationship Investment (Overall)
369. Relationship Investment (Preferential Treatment)
370. Relationship Investment (Tangible Rewards)
371. Relative Prices (Supermarket Merchandise)
372. Reliability of Theater Productions
373. Reliance on Internal Reference Price
374. Repatronage Intention
375. Response Difficulty
376. Restriction of TV Viewing
377. Retailer’s Institutional Action (Contribution to Community)
378. Retailer’s Institutional Action (Family Values)
379. Retailer’s Institutional Action (Support for Country)
380. Retailer’s Performative Action (Assortment)
381. Retailer’s Performative Action (Location)
382. Retailer’s Performative Action (Prices)
383. Risk (General)
384. Risk (General)
385. Risk Averseness
386. Risk Averseness Burton et al. (1998)
387. Role Overload
388. Sacrifice
389. Satisfaction (Answering Questions)
390. Satisfaction (Anticipated)
391. Satisfaction (Complaint Handling)
392. Satisfaction (Consumption)
393. Satisfaction (Decision)
394. Satisfaction (Emotional)
395. Satisfaction (Evaluative)
396. Satisfaction (General)
397. Satisfaction (General)
398. Satisfaction (General)
399. Satisfaction (Life)
400. Satisfaction (Performance)
401. Satisfaction (Relationship)
402. Satisfaction (Sales Process)
403. Satisfaction (Service Dimensions)
404. Satisfaction (Service Provider's Location)
405. Satisfaction (Service Provider's Personnel)
406. Satisfaction (Service)
407. Satisfaction (Service)
408. Satisfaction (Service)
409. Satisfaction (Transaction Ease with Service Provider)
410. Search Intention (External)
411. Self-Concept Clarity
412. Self-Confidence (Clothes Shopping)
413. Self-Confidence (Express Opinions)
414. Self-Confidence (Information Acquisition)
415. Self-Confidence (Information Processing)
416. Self-Confidence (Personal Outcomes)
417. Self-Confidence (Persuasion Knowledge)
418. Self-Confidence (Product Selection)
419. Self-Confidence (Social Outcomes)
420. Self-Confidence (Task)
421. Self-Efficacy (Health)
422. Self-Efficacy (Health)
423. Self-Esteem
424. Self-Esteem
425. Self-Esteem (State)
426. Self-Monitoring
427. Sensation Seeking
428. Service Quality (Ambience)
429. Service Quality (Convenience Store)
430. Service Quality (Design)
431. Service Quality (Employees' Attitudes)
432. Service Quality (Employees' Behaviors)
433. Service Quality (Employees' Expertise)
434. Service Quality (Encounter Specific)
435. Service Quality (Overall)
436. Service Quality (Past Experiences)
437. Service Quality (Performance)
438. Service Quality (Positive Experience)
439. Service Quality (Social Factors)
440. Service Quality (Supermarket)
441. Service Quality (Tangibles)
442. Service Quality (Waiting Time)
443. Service Success Likelihood
444. Shop With Children
445. Shopping Convenience
446. Shopping Enjoyment
447. Shopping Enjoyment
448. Shopping Enjoyment (Grocery)
449. Shopping Enjoyment (With Technology Assistance)
450. Shopping Intention
451. Shopping Smart
452. Shopping Value
453. Shopping Value (Hedonic)
454. Shopping Value (Utilitarian)
455. Sincerity (Salesperson)
456. Sincerity (Sponsorship)
457. Smoking-Related Beliefs (Poise)
458. Smoking-Related Beliefs (Popularity)
459. Smoking-Related Beliefs (Social Stature)
460. Smoking-Related Beliefs (Vitality)
461. Sociability
462. Social Desirability Bias
463. Source Influence
464. Store Convenience Importance
465. Store Image
466. Store Image
467. Store Image Importance
468. Substitutability of Information
469. Support for the Retailer
470. Susceptibility to Peer Influence
471. Switching Costs
472. Telepresence (Website)
473. Test Accuracy (Health)
474. Time Pressure
475. Time Pressure (Specific Shopping Trip)
476. Tolerance for Ambiguity
477. Travel Intentions
478. Trust in Brand
479. Trust in the Organization
480. Trust of Service Provider
481. Trustworthiness (Retailer)
482. TV Viewing (Escape Motivation)
483. TV Viewing (Information Motivation)
484. TV Viewing (Self-Concept Motivation)
485. Typicality (General)
486. Ubiquity (Sponsor)
487. Uniqueness (Product)
488. Usage Intention
489. Usefulness of Technology to Assist Shopping
490. Value (Economic)
491. Value (Emotional)
492. Value (Offer)
493. Value (Offer)
494. Value (Product)
495. Value (Quality)
496. Value (Social)
497. Value (Transaction Enjoyment)
498. Value (Travel Effort)
499. Value Consciousness
500. Values (Self)
501. Values (Social)
502. Variety Seeking Tendency
503. Verbal/Visual Processing Style
504. Visualizing Ease
505. Volunteerism (Perceived Group Need)
506. Volunteerism (Recognition)
507. Volunteerism (Social Approval Expectations)
508. Vulnerability (Health)
509. Website Visit Intention
510. Willingness To Be Tested (Health)
511. Word-of-Mouth Intentions (Positive)

Advertising-Related Scales

512. Absurdity of the Ad
513. Ad Preference Index
514. Ad Usage
515. Ad-Evoked Image (Spirited)
516. Ad-Evoked Image (Successful)
517. Advertising Avoidance (Direct Mail)
518. Advertising Avoidance (Magazines)
519. Advertising Avoidance (Newspapers)
520. Advertising Avoidance (Radio)
521. Advertising Avoidance (Television)
522. Advertising Avoidance (Television)
523. Affective Response to Ad (Approval)
524. Affective Response to Ad (Disapproval)
525. Affective Response to Ad (Negative Feelings)
526. Affective Response to Ad (Overall)
527. Affective Response to Ad (Upbeat Feelings)
528. Affective Response to Ad (Warm Feelings)
529. Agency Selection Criteria (Account Team)
530. Agency Selection Criteria (Creative)
531. Agency Selection Criteria (Reputation)
532. Agency Selection Criteria (Resources)
533. Agency Selection Criteria (Shared Purpose)
534. Agency Selection Criteria (Strategic)
535. Attention to Sponsor’s Promotion
536. Attention to the Advertisement
537. Attitude Toward Advertising
538. Attitude Toward Advertising
539. Attitude Toward Advertising
540. Attitude Toward Advertising
541. Attitude Toward Advertising (Credibility)
542. Attitude Toward Advertising (Disbelief)
543. Attitude Toward Advertising (Entertaining)
544. Attitude Toward Advertising (Informative)
545. Attitude Toward Advertising (Informative)
546. Attitude Toward Advertising (Irritating)
547. Attitude Toward Advertising (Negative)
548. Attitude Toward Advertising (Portrayal of Homosexuals)
549. Attitude Toward Advertising (Usefulness)
550. Attitude Toward Advertising (Usefulness)
551. Attitude Toward Direct Marketing
552. Attitude Toward The Ad (Activity Judgments)
553. Attitude Toward The Ad (Affective)
554. Attitude Toward the Ad (Cognitive)
555. Attitude Toward the Ad (Cognitive)
556. Attitude Toward the Ad (Cognitive)
557. Attitude Toward the Ad (Comprehension)
558. Attitude Toward the Ad (Evaluative Judgments)
559. Attitude Toward the Ad (Gentleness Judgments)
560. Attitude Toward the Ad (Happiness)
561. Attitude Toward the Ad (Message)
562. Attitude Toward the Ad (Overall)
563. Attitude Toward the Ad (Overall)
564. Attitude Toward the Ad (Overall)
565. Attitude Toward the Ad (Peacefulness)
566. Attitude Toward the Ad (Pride)
567. Attitude Toward the Ad (Warmth)
568. Attitude Toward the Advertiser
569. Attitude Toward the Banner Ad
570. Attitude Toward the Brand in the Ad
571. Attitude Toward the Commercial
572. Attitude Toward the Endorser
573. Attitude Toward the Infomercial
574. Attitude Toward the Manufacturer (Responsible)
575. Attitude Toward the Manufacturer (Trust)
576. Attitude Toward the Spokesperson (Likeability)
577. Attitude Toward the Spokesperson (Similarity)
578. Attitude Toward TV Advertising
579. Attitude Toward TV Advertising (Skepticism)
580. Attitude Toward TV Advertising Aimed at Children
581. Attitude Toward TV Advertising Aimed at Children
582. Attitude Toward Use of English in a Commercial
583. Attitude Toward Web Advertising
584. Beauty (Advertising Model)
585. Believability of the Information
586. Brand Advertising Intensity
587. Celebrity Endorser (Credibility)
588. Celebrity Endorser (Expertise)
589. Celebrity Endorser (Match-Up)
590. Child's Understanding of Advertising Practices
591. Client Conflict With Agency
592. Client Role Ambiguity (Goal Clarity)
593. Client Role Ambiguity (Process Clarity)
594. Client Satisfaction (Agency Performance)
595. Client Satisfaction (Personal Relationships)
596. Client Tension With Agency
597. Community Image Importance
598. Comparison with Advertising Model
599. Consistency of Thoughts and Ad
600. Contextual Detail in Ads (Visual)
601. Creativity (Advertisement)
602. Credibility
603. Direct Mail Usage (Retailer)
604. Ease of Measurement
605. Effectiveness (Product’s Impact on Model’s Beauty)
606. Effectiveness of the Ad
607. Elaboration
608. Fit (Ad/Object)
609. Fit (Brand/Endorser)
610. Fit (Model/Consumer)
611. Goal Congruence (Agency/Firm)
612. Helpfulness of the Ad
613. Importance of Advertising
614. Importance of Payment Information
615. Importance of Testimonials
616. Interest in Product (Prior to Ad Exposure)
617. Intergenerational Communication (Promotion-Related)
618. Involvement (Ad Message)
619. Involvement (Ad Message)
620. Involvement (Ad Message)
621. Involvement (Ad Message)
622. Involvement (Ad Message)
623. Involvement (Brand Response)
624. Irritation With Commercials
625. Mood Evoked by Ad
626. New Product Attributes (Learning Costs)
627. New Product Attributes (Value Added)
628. Normalcy
629. Persuasiveness of the Ad (Cognitive Change)
630. Persuasiveness of the Information
631. Post-Exposure Elaboration
632. Product Information Content
633. Product Placement (General)
634. Product Placement (Preference)
635. Product Placement (Restriction)
636. Quality (Ad Stimulus Production)
637. Quality (Advertised Product)
638. Quality (Advertised Product)
639. Relevance of the Information
640. Risk of Purchase
641. Romance Between Couple in Ad
642. Standard of Living (Comparison with Typical TV Family)
643. TV Programming (Broadcasters' Responsibilities)
644. TV Programming (Need For Government Regulation)
645. TV Programming (Need For Independent Regulation)
646. TV Viewing (Child’s Verbal Interaction with Mother)
647. TV Viewing (Child’s View of Mother’s Control)
648. TV Viewing (Child’s View of Mother’s Opinion)
649. TV Viewing (Frequency)
650. TV Viewing (Parents' Responsibilities)
651. TV Viewing (Time Spent)
652. Typicality (Commercial)
653. Visual Imaging
654. Vividness of the Ad

* This volume is no longer available as a separate book. However, most of the content related to scales for use with consumers is in the Marketing Scales database and merged with more recent material.