office of scale research

Main Content Area

The Marketing Scales Handbooks

Volume 7 Table of Contents*

The scales in Volume 7 of the Marketing Scales Handbook are listed below. As in the previous volumes, multiple instances of scales with the same title (e.g., #11 and #12) refer to alternative 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 and 6, all of the scales are organized into one section rather than being grouped into different sections.

1. Absorption Disposition
2. Acceptance of Sexual Violence
3. Accountability Degree
4. Acculturation
5. Aesthetic Appeal
6. Aesthetic Formality
7. Affective Response (Negative)
8. Agentic Orientation
9. Ambivalence of Product Evaluation
10. Ambivalence Toward the Object
11. Anger
12. Anger
13. Anger at the Service Provider
14. Anthropomorphizing
15. Anticipated Saving Success
16. Anxiety (General)
17. Anxiety (Service Usage)
18. Anxiety (Technological)
19. Anxiety (Technological)
20. Attachment to the Brand (Brand-Self Connection)
21. Attachment to the Brand (Passion)
22. Attachment to the Brand (Prominence)
23. Attendance Likelihood
24. Attitude Confidence
25. Attitude Toward a Debt Consolidation Loans
26. Attitude Toward a Low Price Guarantee (Information Focus)
27. Attitude Toward a Low Price Guarantee (Protection Focus)
28. Attitude Toward a Self-Designed Product
29. Attitude Toward Brands in a Product Class
30. Attitude toward Christmas
31. Attitude Toward Code Switching
32. Attitude Toward "Green" Marketing Claims (Believability)
33. Attitude Toward "Green" Products (Environmental Benefits)
34. Attitude Toward "Green" Products (Expensive)
35. Attitude Toward Homosexuality
36. Attitude Toward Offshore Services (Communication Problem)
37. Attitude Toward Offshore Services (Customer-Foreign-Worker Disconnect)
38. Attitude Toward Offshore Services (Data Security)
39. Attitude Toward Offshore Services (Foreign Worker Enmity)
40. Attitude Toward Offshore Services (Free-Trade Resentment)
41. Attitude Toward Playing the Game
42. Attitude Toward Product-Related Environmental Claims (Skepticism)
43. Attitude Toward the Act (Opening Account)
44. Attitude Toward the Ad (Affective)
45. Attitude Toward the Ad (Believability)
46. Attitude Toward the Ad (Focused Nostalgia)
47. Attitude Toward the Ad (General Nostalgia)
48. Attitude Toward the Ad (Informativeness)
49. Attitude Toward the Ad (Intrusiveness)
50. Attitude Toward the Ad (Novelty)
51. Attitude Toward the Ad (Pre-Birth Era Nostalgia)
52. Attitude Toward the Ad (Usefulness)
53. Attitude Toward the Ad (Violence)
54. Attitude Toward the Brand (Capabilities)
55. Attitude Toward the Brand (Hatred)
56. Attitude Toward the Company (General)
57. Attitude Toward the Company (Social Responsibility)
58. Attitude Toward the Investment (Riskiness)
59. Attitude Toward the Investment (Value)
60. Attitude Toward the Logo (Clarity)
61. Attitude Toward the Logo (Interestingness)
62. Attitude Toward the Low Price Claim (Customer-Oriented)
63. Attitude Toward the Low Price Claim (Self-Serving)
64. Attitude Toward the Movie (General)
65. Attitude Toward the Organization (Admiration)
66. Attitude Toward the Product (Symbolic)
67. Attitude Toward the Product (Utilitarian)
68. Attitude Toward the Product Placement
69. Attitude Toward the Product-Brand (Hedonic)
70. Attitude Toward the Product-Brand (Utilitarian)
71. Attitude Toward the Salesperson
72. Attitude Toward the Sponsorship
73. Attitude Toward the Text
74. Attitude Toward the Website (Design)
75. Attitude Toward the Website (Image)
76. Attitude Toward the Website (Online Community)
77. Attitude Toward the Website (Security)
78. Attitude Toward the Website (Shopping Enjoyment)
79. Attitude Toward Word-of-Mouth (On-line)
80. Attractiveness
81. Behavioral Activation System
82. Behavioral Control
83. Behavioral Control Over the Disease
84. Behavioral Inhibition System
85. Belief in Karma
86. Body Size
87. Brand Bias (Domestic vs. Foreign)
88. Brand Familiarity
89. Brand Foreignness
90. Brand Personality Appeal (Clarity)
91. Brand Personality Appeal (Favorability)
92. Brand Personality Appeal (Originality)
93. Brand Popularity
94. Brand Relevance (Risk Reduction Function)
95. Brand Relevance (Social Demonstrance Function)
96. Brand Relevance in Category
97. Brand Switcher
98. Cart Abandonment (Concern about Order Costs)
99. Cart Abandonment (Concern about Privacy-Security)
100. Cart Abandonment (Search for Better Price)
101. Cart Abandonment Frequency
102. Cart Usage as a Decision Tool
103. Cause Participation Intention
104. Cause-Related Marketing Motive Attributions (Serving Society)
105. Choice Confusion
106. Choice Difficulty
107. Choice Freedom
108. Cognitive Resource Demands
109. Cognitive Resource Demands
110. Commitment to the Brand
111. Commitment to the Relationship
112. Commitment to the Relationship
113. Communal Orientation
114. Communication Competence
115. Competence
116. Competence
117. Complexity of Calculation Task
118. Complexity of the Product
119. Confidence (General)
120. Confidence in the Company
121. Confidence in the Socio-Political System
122. Congruence (General)
123. Connectedness (General Social)
124. Connectedness with an Individual
125. Conscientiousness
126. Consensus of Reviews
127. Consequences of Unhealthy Behaviors
128. Contact Frequency Irritation
129. Convenience of the Transaction (Digital)
130. Creativity
131. Deal Exclusivity
132. Deal Exclusivity Justification
133. Debt Consolidation Loans (Non-Interest Issues Importance)
134. Decision-Making Style (Head vs. Heart)
135. Design Ability
136. Desirability of the Food
137. Difficulty of the Task
138. Difficulty of the Task
139. Discomfort (Psychological)
140. Disconfirmation Sensitivity
141. Disidentification (Consumer)
142. Disidentification (National)
143. Effectiveness of Disease Detection
144. Efficacy (Recycling)
145. Effort to Receive Sales Promotion Benefit (Post-purchase)
146. Effort to Receive Sales Promotion Benefit (Pre-purchase)
147. Emergent Nature
148. Emotional Contagion Susceptibility
149. Emotional Display Response (Negative)
150. Emotional Display Response (Positive)
151. Emotional Information Management (Control)
152. Emotional Information Management (Empathy)
153. Emotional Information Management (Optimism)
154. Emotional Information Management (Recognition)
155. Emotional Receptivity
156. Engagement with the Ad
157. Environmentalism
158. Ethnic Identification
159. Evaluation of Another Person's Attitude (Incorrect)
160. Event-Sponsor Congruence
161. Faith in Intuition
162. Financial Harmony
163. Fit (General)
164. Flirting Superiority
165. Flow (On-line)
166. Frustration with the Service Provider
167. Gentleness of the Product
168. Goal Attainment Motivation
169. Greediness of the Company
170. Guilt
171. Health Motivation
172. Helplessness
173. Imagery Elaboration (Ad Evoked)
174. Implicit Person Theory
175. Individualism-Collectivism
176. Innovativeness (Open Processing)
177. Innovativeness (Product Trial)
178. Innovativeness (Technological)
179. Intention to Recommend
180. Internet Shopping (Importance of Merchandise Variety)
181. Internet Shopping (Importance of Off-line Presence)
182. Internet Shopping (Importance of Price Orientation)
183. Internet Shopping (Importance of Website Attractiveness)
184. Internet Shopping Motivation (Affiliation)
185. Internet Shopping Motivation (Convenience)
186. Internet Shopping Motivation (Early Adoption)
187. Internet Shopping Motivation (Personalized Notification)
188. Internet Shopping Motivation (Price Negotiation)
189. Internet Shopping Motivation (Stimulation Seeking)
190. Involvement in the Study
191. Involvement in the Task
192. Involvement with Crafts
193. Involvement with Running
194. Involvement with the Brand (Signaling)
195. Involvement with the Reading Task
196. Joy (Malicious)
197. Justice (Interactional)
198. Justice (Procedural)
199. Knowledge (Subjective)
200. Knowledge of Brands in a Product Class
201. Knowledge of Video Game Consoles
202. Lead User (Domain Specific)
203. Life Change
204. Likeability of the Offer
205. Loan Management Intentions
206. Locus of Control (General)
207. Long-Term Orientation (Planning)
208. Low Price Guarantee Trust Violation
209. Market Mavenism
210. Market Mavenism
211. Market Share Estimate
212. Material Possession Love (Commitment)
213. Material Possession Love (Intimacy)
214. Material Possession Love (Passion)
215. Meaningfulness (General)
216. Memory Quality
217. Mood (General)
218. Need for Affect (Approach)
219. Need for Unique Products
220. Need for Uniqueness (Consumer's)
221. Need for Uniqueness (General)
222. Novelty (General)
223. Observability of Product Usage Outcomes
224. Opportunity Cost Consideration
225. Originality
226. Ownership (Perceived)
227. Participation (Customer with Service Provider)
228. Participation Benefits (Relational)
229. Participation Benefits (Service Quality)
230. Perfectionism
231. Personal Cultural Orientation (Ambiguity Intolerance)
232. Personal Cultural Orientation (Gender Equality)
233. Personal Cultural Orientation (Independence)
234. Personal Cultural Orientation (Interdependence)
235. Personal Cultural Orientation (Masculinity)
236. Personal Cultural Orientation (Power)
237. Personal Cultural Orientation (Prudence)
238. Personal Cultural Orientation (Risk Aversion)
239. Personal Cultural Orientation (Social Inequality)
240. Personal Cultural Orientation (Tradition)
241. Persuasiveness of the Ad
242. Power Distance
243. Power Distance
244. Power Over a Company
245. Price Promotion Entitlement
246. Pride
247. Pride
248. Product Disposal Intention
249. Product Evaluation (Food)
250. Product Evaluation (Food)
251. Product Evaluation (Self-Designed)
252. Product Failure Blame Attribution
253. Product Failure Blame Attribution
254. Product Failure Severity
255. Product Failure Severity
256. Product Usage Barriers
257. Product Usage Frequency
258. Propensity to Plan
259. Purchase Intention at the Website
260. Purchase Urgency
261. Readiness for a Task
262. Recycling Intention
263. Reflection
264. Regret (Anticipated)
265. Relational Benefits (Economic)
266. Relational Worth (Acquiescence)
267. Relational Worth (Advocacy)
268. Relational Worth (Honesty)
269. Relational Worth (Immunity)
270. Relational Worth (Openness)
271. Relationship with the Company (Mutual Acceptance)
272. Religiosity (Evangelical)
273. Repurchase Intention
274. Retaliatory Behavior (Complaining for Publicity)
275. Retaliatory Behavior (Revenge)
276. Retaliatory Behavior (Vindictive Complaining)
277. Reward Policies (Controlling)
278. Rhythm
279. Risk (General)
280. Risk (General)
281. Risk (Performance)
282. Role Clarity (Customer)
283. Sales Promotion Preference
284. Satisfaction with Service
285. Satisfaction with Stock Portfolio
286. Satisfaction with the Relationship
287. Second-Hand Shopping Motivation (Avoidance of Traditional Outlets)
288. Second-Hand Shopping Motivation (Economic)
289. Second-Hand Shopping Motivation (Nostalgia)
290. Second-Hand Shopping Motivation (Socializing)
291. Second-Hand Shopping Motivation (Treasure Hunting)
292. Security Importance
293. Self-Appraisal
294. Self-Consciousness (Public)
295. Self-Efficacy (Product Evaluation)
296. Self-Efficacy (Services)
297. Self-Esteem (State)
298. Self-Monitoring (Ability to Modify Self-Presentation)
299. Self-Monitoring (Sensitivity to the Expressive Behavior of Others)
300. Self-Regulatory Focus (Overall)
301. Self-Regulatory Focus (Prevention)
302. Self-Regulatory Focus (Promotion)
303. Self-service Technology Quality (Customization)
304. Self-service Technology Quality (Enjoyment)
305. Self-service Technology Quality (Functionality)
306. Service Convenience (Access)
307. Service Convenience (Usage)
308. Service Quality of the Website
309. Shame
310. Shopping Motivation (Role Enactment)
311. Shopping Orientation (Spatial Economic)
312. Shopping Orientation (Temporal Economic)
313. Shopping Skill
314. Side Effects Likelihood
315. Side Effects Severity
316. Similarity (Self to Other)
317. Similarity to Another Person
318. Similarity to the Story Character
319. Skepticism
320. Skepticism Toward a Store's Promotion
321. Smoking Intention
322. Smoking-Related Beliefs (Attractiveness)
323. Social Comparison Orientation
324. Sophistication
325. Speed of Transaction (Digital)
326. Spendthrift-Tightwad
327. Store Image
328. Strength of the Product
329. Switching Costs (General)
330. Temporal Orientation (Future)
331. Temporal Orientation (Future)
332. Temporal Orientation (Future)
333. Temporal Orientation (Past)
334. Temporal Orientation (Present)
335. Temporal Proximity
336. Trust in the Brand
337. Underdog (External Disadvantage)
338. Underdog (Passion & Determination)
339. Uniqueness Threat (Consumer's)
340. Usefulness of the Object
341. Usefulness of the Product
342. Value (Social)
343. Value of the Celebrity's Possession
344. Value of the Transaction
345. Video Game Playing Frequency
346. Video Game Violence
347. Visual Aesthetics Centrality
348. Warmth (General)
349. Website Consultation Intention
350. Website Interactivity (Control)
351. Website Revisit Intention
352. Website Search Intention
353. Website Service Quality (Efficiency)
354. Website Service Quality (Fulfillment)
355. Website Service Quality (Privacy)
356. Website Service Quality (System Availability)
357. Website Usage (Instrumental Need)
358. Website Usage (Relational Need)
359. Willpower
360. Word of Mouth (Hypothetical)
361. Word-of-Mouth (Hypothetical)
362. Word-of-Mouth (Negative)
363. Word-of-Mouth (Support Seeking)
364. Word-of-Mouth Intention (Positive)

* If you are interested in this volume, download a sample to see more of the book's contents.