siu logo

office of scale research

Department of marketing

OSR

Main Content Area

The Marketing Scales Handbooks

Volume 6 Table of Contents*

The scales included in Volume 6 of the Marketing Scales Handbook are listed below. Please note there are several instances of entries with the same title (e.g., #7-#9). 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. As with Volume 5, all of the scales have been organized into one section rather than being grouped into different sections.

  1. Acceptance of Sales Offer (Owner's)
  2. Acculturation
  3. Ad Format Beliefs (Annoyance)
  4. Ad Format Beliefs (Entertainment)
  5. Ad Format Beliefs (Information)
  6. Ad Message Involvement (Others-Focused)
  7. Ad Message Involvement (Processing Effort)
  8. Ad Message Involvement (Processing Effort)
  9. Ad Message Involvement (Processing Effort)
  10. Ad Message Involvement (Self-Focused)
  11. Ad Message Involvement
  12. Ad Message Involvement
  13. Ad Trust (Affect)
  14. Ad Trust (Reliability)
  15. Ad Trust (Usefulness)
  16. Ad Trust (Willing to Use)
  17. Ad's Effects on Recognition and Intentions
  18. Advertising Avoidance (General)
  19. Advice Suitability
  20. Affect Toward Monetary Compensation
  21. Affect Toward the Store
  22. Affective Response (Positive)
  23. Affective Response to Brand
  24. Affective Response to the Ad (Anxiety)
  25. Affective Response to the Ad (Empathy)
  26. Affective Response to the Ad (Fear)
  27. Affective Response to the Ad (Guilt)
  28. Age (Cognitive)
  29. Age (Ideal)
  30. Age (Least Desired)
  31. Aggressiveness
  32. Alienation (Consumer)
  33. Anger
  34. Anger at Service Provider
  35. Animosity (Economic)
  36. Anomia
  37. Anthropomorphizing
  38. Anticipated Regret of Losing a Gamble
  39. Anxiety
  40. Appeal Type (Charity)
  41. Appropriateness of the Job
  42. Argument Strength
  43. Arousal
  44. Arousal (Positive)
  45. Arousal-Seeking Tendency
  46. Attachment Bond Intensity
  47. Attachment to the Brand
  48. Attention to Ad (Brand Evaluation)
  49. Attention to the Webpage
  50. Attention to the Website
  51. Attitude Toward Complaining (Personal Norms)
  52. Attitude Toward Drinkers (Alcohol)
  53. Attitude Toward DTC Advertising
  54. Attitude Toward General Business Ethics
  55. Attitude Toward Luxury Brands (Social-Adjustive)
  56. Attitude Toward Luxury Brands (Value-Expressive Function)
  57. Attitude Toward Prices (Allocative Effects)
  58. Attitude Toward Product Placement
  59. Attitude Toward the Ad (Brand Reinforcement)
  60. Attitude Toward the Ad (Comprehension)
  61. Attitude Toward the Ad (Comprehension)
  62. Attitude Toward the Ad (Confusion)
  63. Attitude Toward the Ad (Creativeness)
  64. Attitude Toward the Ad (Empathy)
  65. Attitude Toward the Ad (Empathy)
  66. Attitude Toward the Ad (Entertaining)
  67. Attitude Toward the Ad (Familiarity)
  68. Attitude Toward the Ad (Informative)
  69. Attitude Toward the Ad (Interesting)
  70. Attitude Toward the Ad (Intrusiveness)
  71. Attitude Toward the Ad (Manipulative)
  72. Attitude Toward the Ad (Memorable)
  73. Attitude Toward the Ad (Overall)
  74. Attitude Toward the Ad (Receptiveness)
  75. Attitude Toward the Ad (Relevant News)
  76. Attitude Toward the Ad (Transformative)
  77. Attitude Toward the Ad (Truthfulness)
  78. Attitude Toward the Ad (Uniqueness)
  79. Attitude Toward the Ad's Format
  80. Attitude Toward the Advertiser
  81. Attitude Toward the Brand (Fashionable)
  82. Attitude Toward the Brand (Trustworthiness)
  83. Attitude Toward the Brand in the Ad
  84. Attitude Toward the Brand of Beer (Affective)
  85. Attitude Toward the Brand of Beer (Cognitive)
  86. Attitude Toward the Business Decision
  87. Attitude Toward the Company (General)
  88. Attitude Toward the Company (Social Responsibility)
  89. Attitude Toward the Mobile Internet (Ubiquity)
  90. Attitude Toward the Movie (General)
  91. Attitude Toward the Movie (General)
  92. Attitude Toward the Object (Arousing)
  93. Attitude Toward the Object (Classiness)
  94. Attitude Toward the Object (Pleasantness)
  95. Attitude Toward the Odor
  96. Attitude Toward the Organization
  97. Attitude Toward the Organization (Social Responsibility)
  98. Attitude Toward the Political Candidate's Message
  99. Attitude Toward the Retailer (Assistive Intent)
  100. Attitude Toward the Retailer (Benevolence)
  101. Attitude Toward the Retailer (Credibility)
  102. Attitude Toward the Service Provider (Relative)
  103. Attitude Toward the Service Provider (Social Failure)
  104. Attitude Toward the Website (Aesthetic Appeal)
  105. Attitude Toward the Website (Content)
  106. Attitude Toward the Website (Customization)
  107. Attitude Toward the Website (General)
  108. Attitude Toward the Website (General)
  109. Attitude Toward the Website (Information Value)
  110. Attitude Toward the Website (Interestingness)
  111. Attitude Toward the Website (Navigation Convenience)
  112. Attitude Toward the Website (Security)
  113. Attitude Toward the Website (Shopping Efficiency)
  114. Attitude Toward the Website (Transaction Convenience)
  115. Attitude Toward Touching
  116. Attractiveness
  117. Attribution of Blame
  118. Autonomy
  119. Behavioral Control
  120. Behavioral Control Over Hospital Care
  121. Behavioral Control
  122. Benefits of a Spa (Functional)
  123. Benefits of a Spa (Hedonic)
  124. Benefits of a Spa (Symbolic)
  125. Benefits of Specialty Food (Functional)
  126. Benefits of Specialty Food (Hedonic)
  127. Benevolence of the Business' Managers
  128. Betrayal
  129. Betrayal
  130. Blame for Unsuccessful Search (Marketer)
  131. Blame for Unsuccessful Search (Others)
  132. Blame for Unsuccessful Search (Self)
  133. Body State (Feeling of Confinement)
  134. Body State (Feeling of Freedom)
  135. Brand Community Interest
  136. Brand Consciousness
  137. Brand Distinctiveness
  138. Brand Engagement in Self-Concept
  139. Brand Equity
  140. Brand Equity
  141. Brand Experience (Affective)
  142. Brand Experience (Behavioral)
  143. Brand Experience (Intellectual)
  144. Brand Experience (Sensory)
  145. Brand Image Clarity
  146. Brand Personality (Female)
  147. Brand Personality (Male)
  148. Brand Personality (Ruggedness)
  149. Brand Personality (Sophistication)
  150. Brand Relationship (Commitment)
  151. Brand Relationship (Dependence)
  152. Brand Relationship (Intimacy)
  153. Brand Relationship (Passion)
  154. Brand Relationship (Reliable)
  155. Brand Usage Frequency
  156. Budget Constraints
  157. Budget Constraints
  158. Cause Participation Intention
  159. Cause-Related Marketing Motive Attributions (Egoistic)
  160. Cause-Related Marketing Motive Attributions (Stakeholder Driven)
  161. Cause-Related Marketing Motive Attributions (Strategic)
  162. Cause-Related Marketing Motive Attributions (Values Driven)
  163. Certainty
  164. Certainty of Product Performance
  165. Choice Confidence
  166. Choice Confusion
  167. Choice Difficulty
  168. Choice Effort
  169. Choice Freedom
  170. Choice Heuristic
  171. Choice Variety
  172. Claim Verification Effort (Price-related)
  173. Cognitive Resource Demands
  174. Cognitive Resource Demands
  175. Comfort of the Tool
  176. Commitment (Affective)
  177. Commitment to a Bank
  178. Commitment to Relationship
  179. Commitment to Relationship
  180. Commitment to Store
  181. Commitment to the Relationship
  182. Commitment to the Relationship (The Couple in the Ad)
  183. Commitment to the Relationship (Two Individuals)
  184. Commitment to the Service Provider (Affective)
  185. Commonality of Employee Response
  186. Communication Openness (Service Provider-Customer)
  187. Community Support for Cause
  188. Company Reputation (Customer Orientation)
  189. Company Reputation (Financial Strength)
  190. Company Reputation (Good Employer)
  191. Company Reputation (Product Quality)
  192. Company Reputation (Social & Environmental Responsibility)
  193. Company-Related Beliefs
  194. Comparison Intensity
  195. Comparison Shopping (Check Prices)
  196. Comparison Valence of the Ad
  197. Compassionate
  198. Compatibility of the Product
  199. Competence
  200. Competence of the Business' Managers
  201. Complaint Likelihood (Direct)
  202. Complaint Responsiveness
  203. Complementarity of Product Forms
  204. Complexity of the Innovation
  205. Complexity of the Product
  206. Complexity of the Service
  207. Composite Product Concept Formation Difficulty
  208. Concern for Face
  209. Congruence (Ideal Self with Brand)
  210. Congruence (Self with Brand)
  211. Congruence (Self with Brand)
  212. Congruence (Self with Brand)
  213. Congruence (Self with Others Who Use the Brand)
  214. Connectedness with Television Program
  215. Consumption Affect
  216. Contentment (Financial)
  217. Controllability
  218. Controllability of the Company
  219. Convenience Benefits
  220. Cooperation (Client with Service Provider)
  221. Corporate Social Responsibility (General)
  222. Corporate Social Responsibility (Generosity)
  223. Cosmopolitanism
  224. Creative Task Autonomy
  225. Creative Task Competence
  226. Creative Task Enjoyment
  227. Credit Card Beliefs
  228. Credit Card Issuer Beliefs
  229. Credit Card Usage
  230. Cultural Orientation (Vertical Collectivism)
  231. Cultural Orientation (Vertical Individualism)
  232. Curiosity about the Website
  233. Customer Rage (Constructive Expressions)
  234. Customer Rage (Displaced Expressions)
  235. Customer Rage (Exit Behaviors)
  236. Customer Rage (Non-Verbal Expressions)
  237. Customer Rage (Physical Expressions)
  238. Customer Rage (Rancorous)
  239. Customer Rage (Retaliatory)
  240. Customer Rage (Revenge Behaviors)
  241. Customer Rage (Verbal Expressions)
  242. Customer-Firm Affection (Commitment)
  243. Customer-Firm Affection (Intimacy)
  244. Customer-Firm Affection (Passion)
  245. Customized Product Superiority
  246. Decision Importance
  247. Decision Style (Head Vs. Heart)
  248. Decision-Making Style (Purchases)
  249. Demotion (Customer Status)
  250. Depression
  251. Desirable Responding
  252. Desire to Learn More
  253. Disclosure Willingness
  254. Discomfort (Psychological)
  255. Disconfirmation (Movie)
  256. Disconfirmation (Music)
  257. Disconfirmation Sensitivity
  258. Disgust
  259. Dissatisfaction
  260. Dissatisfaction with Mobile Advertisers
  261. Distrust
  262. Donor Motivation (Self-Expression)
  263. DTC Advertising Effects on Past Behavior
  264. Dysfunctional Customer Behavior (Other Shoppers)
  265. Dysfunctional Customer Behavior (Self)
  266. Ease of Use
  267. Ease of Use
  268. Efficacy of Another Person
  269. Egalitarianism
  270. Elaboration on Potential Outcomes (Generation-Evaluation)
  271. Elaboration on Potential Outcomes (Negative Focus)
  272. Elaboration on Potential Outcomes (Positive Focus)
  273. Emotional Reaction (Negative)
  274. Empathy
  275. Employment Intention
  276. Empowerment in Marriage
  277. Endorsement by Nonprofit Organization
  278. Endorser Similarity
  279. Endorser-Brand Fit
  280. Enjoyment (Expected)
  281. Ethicality of File Sharing
  282. Ethnic Identification
  283. Ethnocentrism (Ethnic)
  284. Evaluation Similarity
  285. Excitement
  286. Expertise (Personal)
  287. External Search Effort
  288. External Search Effort
  289. Fairness
  290. Fairness
  291. Fairness in Spousal Decision-Making (Distributive)
  292. Fairness in Spousal Decision-Making (Procedural)
  293. Familiarity (General)
  294. Familiarity of the Music
  295. Family Representativeness
  296. Fatalism
  297. Fear of One's Death
  298. Financial Planner Beliefs
  299. Financial Status
  300. Fit (Brand-Brand)
  301. Fit (Brand-Endorser)
  302. Fit (General)
  303. Fraudulent Returning Tendency
  304. Freedom from Coercion
  305. Friendliness
  306. Frugality
  307. Frustration
  308. Fun
  309. Gadget Loving
  310. Gambling Irresponsibly
  311. Game-Product Congruity
  312. Gender Identity (Agentic)
  313. Gender Identity (Communal)
  314. Gender Identity (Femininity)
  315. Gender Identity (Masculinity)
  316. Global Mindedness
  317. Global Self-Identity
  318. Global Self-Identity
  319. Global-Local Self-Identity
  320. Gratitude
  321. Harmony
  322. Health Benefits of Sunscreen
  323. Hotel Chain Beliefs
  324. Hotel Positioning Similarity
  325. Hyperopia
  326. Hypocrisy (Corporate)
  327. Identification with the Company
  328. Identification with the Company
  329. Implicit Theory (General World-Order)
  330. Importance of the Product
  331. Impulse Buying
  332. Impulse Buying
  333. Impulsive Eating
  334. Impulsivity
  335. Indebtedness to Service Provider
  336. Indecisiveness
  337. Individualism-Collectivism
  338. Individuality of the Employee
  339. Inequitable Treatment by the Business
  340. Information Source Importance (Internet Sources)
  341. Information Source Importance (Interpersonal Sources)
  342. Information Source Importance (Mass Media Sources)
  343. Information Source Importance (Professional Health Sources)
  344. Informativeness of the Job Ad
  345. Innovativeness (Technological)
  346. In-Shopping Preference
  347. Insurance Product Beliefs
  348. Intention to Recommend
  349. Interaction Likelihood
  350. Interdependence (Collective)
  351. Interdependence (Relative)
  352. Interest in the Advertised Brand
  353. Interest in the Store
  354. Internet Usage (Avoiding Social Interaction)
  355. Internet Usage (Buying Unobserved)
  356. Internet Usage (Immediate Gratification)
  357. Internet Usage (Product Variety)
  358. Internet Usage Riskiness
  359. Intoxication
  360. Involvement in Electrical Provision
  361. Involvement in the Activity
  362. Involvement in the Message (Motivation)
  363. Involvement in the Purchase Decision
  364. Involvement in the Task (Processing Effort)
  365. Involvement of Group in Conversation
  366. Involvement with Store's Products
  367. Involvement with Technology
  368. Involvement with Television Character
  369. Involvement with the Product Category
  370. Involvement with the Reading Task
  371. Irritation
  372. Job Application Likelihood
  373. Justice (Interactional)
  374. Knowledge of the Product Class
  375. Language Proficiency
  376. Lead User (Child)
  377. Local Self-Identity
  378. Locus of Control (Customer-Company)
  379. Long-Term Orientation (Planning)
  380. Long-Term Orientation (Tradition)
  381. Low Price Guarantee Focus (Information)
  382. Low Price Guarantee Focus (Protection)
  383. Loyalty (Altruistic)
  384. Loyalty (Willingness to Pay More)
  385. Loyalty Proneness (Brand)
  386. Loyalty Proneness (Store)
  387. Loyalty to Employee
  388. Loyalty to Employee vs. Company
  389. Loyalty to the Service Provider
  390. Lying Intention
  391. Lying Motivation (Private)
  392. Lying Motivation (Public)
  393. Market Mavenism
  394. Mastery of the Situation
  395. Materialism (Adolescent)
  396. Mobile Transactions (Service Compatibility)
  397. Mobile Transactions (Time Convenience)
  398. Mobile Transactions (User Control)
  399. Mood (General)
  400. Mood (General)
  401. Mood Clarity
  402. Mood Monitoring
  403. Mood Repair
  404. Moral Identity (Internalization)
  405. Moral Identity (Symbolization)
  406. Morality
  407. Morality Comparison (Activities)
  408. Morality Comparison (Organizations)
  409. National Identity
  410. National Identity
  411. Naturalness
  412. Need for Cognitive Closure
  413. Need For Emotion
  414. Need for Evaluation
  415. Need for Touch (Autotelic)
  416. Need for Touch (Instrumental)
  417. Need to Differentiate
  418. Need to Integrate
  419. Novelty of the Activity
  420. Nutrition Involvement
  421. Obsessive-Compulsive Buying
  422. Opinion Leadership (Child)
  423. Opinion Leadership (Price)
  424. Opinion Leadership (Product Category Specific)
  425. Optimistic
  426. Optimistic
  427. Oral Care Beliefs (Psycho-social)
  428. Outcome Responsibility
  429. Ownership (Perceived)
  430. P3 Community Commitment
  431. P3 Community Informational Value
  432. P3 Community Participation
  433. P3 Community Social Value
  434. P3 Community Trust
  435. Parental Mediation of Internet Usage (Active)
  436. Patronage Reduction
  437. Persuasiveness of the Ad
  438. Physical Fitness Motivation
  439. Positioning Clarity
  440. Post-Socializing Affect
  441. Power Distance
  442. Power of the Tool
  443. Preference Certainty
  444. Preference Clarity
  445. Preference Cognizance
  446. Prepurchase Planning (Grocery Shopping)
  447. Price Change Motive (Customer's Inference)
  448. Price Guarantee (Inferred Retailer's Motive)
  449. Price Perception (Store Comparison)
  450. Privacy Concerns (Collection of Information)
  451. Privacy Concerns (Collection of Information)
  452. Privacy Concerns (Control of Information)
  453. Privacy Concerns (Disclosure of Information Usage)
  454. Privacy of Information (Company's Policy)
  455. Privacy of Information (Fabricating Personal Information)
  456. Privacy of Information (Government Regulation)
  457. Privacy of Information (Software Usage)
  458. Privacy of Information (Withholding Personal Information)
  459. Procrastination
  460. Product Effectiveness
  461. Product Evaluation (Food)
  462. Product Failure Attribution
  463. Product Failure Severity
  464. Product Intelligence (Ability to Cooperate)
  465. Product Intelligence (Ability to Learn)
  466. Product Intelligence (Autonomy)
  467. Product Intelligence (Human-like Interaction)
  468. Product Intelligence (Personality)
  469. Product Intelligence (Reactivity)
  470. Product Preference (Global-Local Version)
  471. Product Usage Outcomes (Negative)
  472. Product Usage Outcomes (Positive)
  473. Product-Story Connection
  474. Purchase Concealment
  475. Purchase Constraints (Grocery Products)
  476. Purchase Experience With Company
  477. Purchase Happiness
  478. Purchase Intention Towards the Service Provider
  479. Purchase Motivation (Expensive Products)
  480. Purchase Motivation (Low Prices)
  481. Purchase Urgency
  482. Purchasing Pleasure
  483. Quality (Car Brand)
  484. Quality Consciousness
  485. Quality of the Dealer (Intrinsic)
  486. Quality of the Product (Absolute)
  487. Quality of the Product (Relative)
  488. Quality of the Product (Relative)
  489. Quality of the Restaurant
  490. Quantity
  491. Racism (Consumption-Related)
  492. Rapport with Employee
  493. Rapport with Employee
  494. Reactance
  495. Receptivity of Others in a Group
  496. Refund Claim Likelihood
  497. Regret (Anticipated)
  498. Regret (Decision)
  499. Regret about Switching Service Providers
  500. Relatedness
  501. Relational Benefits (Social)
  502. Relationship Insecurity
  503. Relationship Investment (Marketer's Effort)
  504. Relationship Investment (Personal Costs)
  505. Relationship Investment (Preferential Treatment)
  506. Relationship Strength
  507. Relationship Type (Communal)
  508. Relationship Type (Exchange)
  509. Relative Advantage of the Product
  510. Reliability
  511. Reparation Demand (Direct)
  512. Reparation Demand (Third-Party)
  513. Repatronage Intention (Airline Service)
  514. Repatronage Intention (Positive Attitude)
  515. Repurchase Intention
  516. Repurchase Intention
  517. Restaurant Menu Diversity
  518. Retail Patronage (Importance of Convenience)
  519. Retail Patronage (Importance of Quality)
  520. Retail Patronage (Importance of Special Services)
  521. Retail Patronage (Merchandise Variety)
  522. Retaliatory Behavior (Avoidance)
  523. Retaliatory Behavior (Complaining for Publicity)
  524. Retaliatory Behavior (Revenge)
  525. Retaliatory Behavior (Vindictive Complaining)
  526. Return Policy Knowledge
  527. Returning Products Experience
  528. Returning Products (Effect on Stores)
  529. Returning Products (Social Norms)
  530. Reward Responsiveness
  531. Risk (Financial)
  532. Risk (General)
  533. Risk (Performance)
  534. Risk Averseness
  535. Riskiness of Being Patient of Hospital
  536. Riskiness of Providing Information Online
  537. Ruggedness
  538. Satisfaction (Intrinsic)
  539. Satisfaction with an Outcome
  540. Satisfaction with Company
  541. Satisfaction with Company (Anticipated)
  542. Satisfaction with Life
  543. Satisfaction with Purchase Experience
  544. Satisfaction with Relationship
  545. Satisfaction with the Decision
  546. Search for Unique Products
  547. Search Intention (External)
  548. Search Regret
  549. Search Strategy (Atypical)
  550. Search Strategy Adaptation
  551. Self-Accountability (Skin Cancer)
  552. Self-Actualization
  553. Self-Brand Incongruity
  554. Self-Confidence (Persuasion Knowledge)
  555. Self-Consciousness (Private)
  556. Self-Consciousness (Public)
  557. Self-Control (Behavior Specific)
  558. Self-Control (General)
  559. Self-Doubt
  560. Self-Efficacy
  561. Self-Enhancement (Public)
  562. Self-Esteem (Group Membership)
  563. Self-Image (Body)
  564. Self-Image Congruence with Service Provider
  565. Self-Interest Motivation (Organization's)
  566. Self-Regulatory Focus (Prevention)
  567. Self-Regulatory Focus (Prevention)
  568. Self-Regulatory Focus (Promotion)
  569. Self-Regulatory Focus (Promotion)
  570. Self-Regulatory Focus (Promotion)
  571. Self-Service Technology Interactivity
  572. Seriousness
  573. Service Convenience (Access)
  574. Service Convenience (Decision)
  575. Service Convenience (Post-Purchase)
  576. Service Convenience (Product-Related)
  577. Service Convenience (Transaction)
  578. Service Quality (Ease)
  579. Service Quality (Maintenance)
  580. Service Quality (Physical Aspects of Facility)
  581. Service Quality Beliefs (Store-Related)
  582. Shopping Convenience Motivation
  583. Shopping Enjoyment
  584. Shopping Identification
  585. Shopping Motivation (Affiliation)
  586. Shopping Motivation (Anticipated Utility)
  587. Shopping Motivation (Negative Feelings)
  588. Shopping Motivation (Role Enactment)
  589. Shopping Orientation (Apathetic)
  590. Shopping Orientation (Economic)
  591. Shopping Orientation (Recreational)
  592. Shopping Orientation (Spatial Economic)
  593. Shopping Orientation (Temporal Economic)
  594. Shopping Smart
  595. Shopping Value (Hedonic)
  596. Shopping Value (Utilitarian)
  597. Similarity to Others in a Group
  598. Situation-Specific Thinking Style (Experiential)
  599. Situation-Specific Thinking Style (Rational)
  600. Skepticism of Claim
  601. Skepticism Toward Price Information in Ad
  602. Sleekness
  603. Smoking Intention
  604. Smoking-Related Benefits (Appearance)
  605. Smoking-Related Benefits (Pharmacological)
  606. Social Comparison Tendency
  607. Social Exchange Control
  608. Socializing Shopping Motivation
  609. Socialness of the Object
  610. Sophistication
  611. Sophistication
  612. Special Treatment from the Company
  613. Spendthrift-Tightwad
  614. Spontaneity of the Activity
  615. Spousal Influence Strategy (Coercive)
  616. Spousal Influence Strategy (Non-Coercive)
  617. Store Atmosphere
  618. Store Atmosphere
  619. Store Design (Exterior)
  620. Store Design (Interior Layout)
  621. Stress
  622. Stress (Chronic)
  623. Sympathy
  624. Task Difficulty
  625. Task Performance (Self-Evaluation)
  626. Taste Evaluation
  627. Technology Usage Discomfort
  628. Technology Usage Motivation (Intrinsic)
  629. Telepresence (Website)
  630. Television Character-Product Association
  631. Temporal Orientation
  632. Thought Focus (Family)
  633. Thought Focus (Others)
  634. Thought Focus (Self)
  635. Tie Strength
  636. Tie Strength
  637. Time Consciousness
  638. Time Management
  639. Transcendent Customer Experience
  640. Transportation
  641. Trendiness
  642. Trust (General)
  643. Trust (Interpersonal)
  644. Trust in Brand
  645. Trust in Company's Benevolence
  646. Trust in Company's Integrity
  647. Trust in Company's Website Transaction Skills
  648. Trust in Regulation
  649. Trust in the Company
  650. Trusting Disposition
  651. Typicality of Event
  652. Uncertainty about the Brand
  653. Uncertainty Avoidance
  654. Uncertainty of Others' Product Attitudes
  655. Uncertainty of the Decision
  656. Usage Clarity
  657. Usefulness (General)
  658. Usefulness (General)
  659. Value from Product Possession
  660. Value from Product Usage
  661. Value of the Transaction
  662. Value of Win-Back Offer
  663. Venturesome Consumption
  664. Visual Processing Fluency
  665. Vividness
  666. Volunteer Intention
  667. Warning Prominence in Print Ads
  668. Website Controllability
  669. Website Development (Investment Level)
  670. Website Interactivity (Communication)
  671. Website Interactivity (Control)
  672. Website Interactivity (Nonverbal)
  673. Website Interactivity (Reciprocity)
  674. Website Interactivity (Responsiveness)
  675. Website Interactivity (Responsiveness)
  676. Website Interactivity (Speed of Response)
  677. Weight (Subjective)
  678. Word-of-Mouth (Negative)
  679. Word-of-Mouth (Negative)
  680. Word-of-Mouth (Social Benefits)
  681. Word-of-Mouth Intensity
  682. Worry

* Only Volume 5 and the later volumes are available in some form. For more information about these volumes, free samples, and explanatory videos, see the Marketing Scales website.