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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)

* 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.