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The Marketing Scales Handbooks

Volume 9 Table of Contents*

Below is a listing of the 433 scales reviewed in Volume 9 of the series. Multiple instances of scales with the same title (e.g., #77-#79) refer to different measures 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. Acceptance of Behavioral Targeting
  2. Ad Emphasis on Benefits vs. Attributes
  3. Ad Incongruence Resolution
  4. Ad-Evoked Interest in the Brand
  5. Advertising Relevance Expectation
  6. Affective Response to the Ad (Vulnerability)
  7. Altruism
  8. Anthropomorphism (General)
  9. Anthropomorphism of Time
  10. Anxiety (Social)
  11. Anxiety (Social)
  12. Appreciation Felt
  13. Argument Strength
  14. Arousal
  15. Arousal During the Auction
  16. Athletic Skill Control
  17. Athleticism
  18. Attachment to the Employees
  19. Attachment to the Other Customers
  20. Attention (Experiencing versus Mind Wandering)
  21. Attention to the Ad (General)
  22. Attention to the Ad (Message Content)
  23. Attention to the Celebrity’s Image
  24. Attitude Predictability
  25. Attitude Strength
  26. Attitude Toward “Green” Advertising (Usefulness)
  27. Attitude Toward “Green” Products
  28. Attitude Toward Advertising (Negative)
  29. Attitude Toward Advertising of a Brand (Future)
  30. Attitude Toward Advertising of a Brand (Past)
  31. Attitude Toward Non–Core Users
  32. Attitude Toward Personal Consumption of Alcohol
  33. Attitude Toward Sex in the Media
  34. Attitude Toward the Act (General)
  35. Attitude Toward the Act (Installing a Product)
  36. Attitude Toward the Ad (Activity Judgments)
  37. Attitude Toward the Ad (Attractiveness)
  38. Attitude Toward the Ad (Divergence)
  39. Attitude Toward the Ad (Informativeness)
  40. Attitude Toward the Ad (Liveliness)
  41. Attitude Toward the Ad (Meaningfulness)
  42. Attitude Toward the Ad (Surprising)
  43. Attitude Toward the Ad (Vividness)
  44. Attitude Toward the Ad’s Personalization
  45. Attitude Toward the Article
  46. Attitude Toward the Article (Clarity)
  47. Attitude Toward the Ban
  48. Attitude Toward the Brand (Celebrity Endorsement)
  49. Attitude Toward the Brand (Comparative)
  50. Attitude Toward the Brand (Symbolism)
  51. Attitude Toward the Company’s Altruism (Positive)
  52. Attitude Toward the Company’s Altruism (Positive)
  53. Attitude Toward the Eco-Label’s Source
  54. Attitude Toward the Food Product (Nutritiousness)
  55. Attitude Toward the Future
  56. Attitude Toward the Gift
  57. Attitude Toward the Object (General)
  58. Attitude Toward the Posted Complaint (Benign)
  59. Attitude Toward the Posted Complaint (Serious)
  60. Attitude Toward the Product/Brand (Meaningful)
  61. Attitude Toward the Retailer (Customer Oriented)
  62. Attitude Toward the Retailer (General Evaluative)
  63. Attitude Toward the Sports Team
  64. Attitude Toward the Store’s Prices
  65. Attitude Toward the Third-Party Label
  66. Attitude Toward the Website (Content)
  67. Attitude Toward the Website (Product Assortment)
  68. Attitude Toward the Website (Quality)
  69. Authenticity Evidence for a Product
  70. Authenticity of the Product
  71. Authenticity of the Product
  72. Autonomy
  73. Belief in a Just World
  74. Betrayal
  75. Brand Affordability
  76. Brand Importance
  77. Brand Loyalty
  78. Brand Loyalty
  79. Brand Loyalty
  80. Brand Parity
  81. Brand Preference
  82. Brand Pride
  83. Brand Status
  84. Brand’s Effect on Owner’s Status
  85. Calmness of the Experience
  86. Casual Sex Openness
  87. Cause Participation Conflict
  88. Celebrity Worship
  89. Closeness to the Person
  90. Closing Time Compliance
  91. Commitment (Affective)
  92. Communal Orientation
  93. Company Reshoring Motives (Extrinsic)
  94. Company Reshoring Motives (Intrinsic)
  95. Compatibility of a Product with Personal Values
  96. Competence
  97. Complaint Intentions
  98. Complexity of the Assortment
  99. Concern for the Needy (Friends)
  100. Concern for the Needy (Self)
  101. Conflicted
  102. Congruence (Self with Employees)
  103. Congruence of Employees
  104. Connectedness (Self with Group)
  105. Connectedness (Social)
  106. Control of the Space
  107. Convenience of Choosing Products from an Assortment
  108. Co-Production Effort
  109. Co-Production Enjoyment
  110. Corporate Social Responsibility (Effect on Customer’s Support)
  111. Corporate Social Responsibility (Obligation)
  112. Counterculturalism
  113. Cultural Identity
  114. Day Quality Expectation
  115. Deservingness (Special Purchase for Self)
  116. Desirability of Control
  117. Desire for Status
  118. Desire to Win the Auction
  119. Devotion to Another
  120. Dietary Control Behaviors
  121. Disconfirmation of the Experience
  122. Dominance-Seeking
  123. Dominating the Brand
  124. Donate to Improve Equality (Social Norms)
  125. Donation Efficacy
  126. Donation Happiness
  127. Dysfunctional Spending During Travel
  128. E-mail Message Informativeness
  129. E-mail Message Irritativeness
  130. E-mail Message Riskiness
  131. E-mail Sender Trustworthiness
  132. Empathy
  133. Empathy (Mentalizing Likelihood)
  134. Employee Rapport
  135. Empowerment (General)
  136. Engagement (Felt)
  137. Engagement (General)
  138. Engagement in the Choice Process
  139. Environmental Impact of the Product
  140. Environmentalism (Product Choices)
  141. Environmentalism (Purchasing Behavior)
  142. Ethnic Identification (Exploration & Commitment)
  143. Exhibitionism of the Person
  144. Expertise with Humor
  145. Fairness (Business’s Treatment of the Customer)
  146. Fate Malleability
  147. Fear of Negative Evaluation
  148. Fearfulness
  149. Figure-Ground Contrast in the Ad
  150. Financial Contentment
  151. Firm's Motivation to Help the Environment
  152. Focus on Affect During Ad Evaluation
  153. Fragility (Gender Comparison)
  154. Frequency of the Experience
  155. Gift Certificate Evaluation (Affective)
  156. Gift Inappropriateness
  157. Goal Commitment
  158. Gratitude Expressed by Others
  159. Group Comparison Concerns
  160. Group Competitiveness Desire
  161. Group Image Concerns
  162. Guilt
  163. Guilt
  164. Guilt
  165. Guilt (Not Buying Cause-Related Deal)
  166. Guilt Appraisal (Donation Failure)
  167. Happiness (State)
  168. Happiness with the Experience
  169. Health Importance
  170. Healthy Eating Concern (Gender Stereotype)
  171. Helpfulness
  172. Homophily
  173. Homophily
  174. Hope (Dispositional)
  175. Humanness
  176. Identification with the Environmental Organization
  177. Imagery Vividness (Visual)
  178. Implicit Person Theory
  179. Importance of Having Money
  180. Impulse Buying (Product Specific)
  181. Impulse Buying Tendency
  182. Incongruity (General)
  183. Infection Severity
  184. Informativeness (General)
  185. Insecurity (Social)
  186. Intelligence
  187. Intention to Engage in the Exercise
  188. Intention to Prevent Heart Disease
  189. Intention to Prevent Skin Cancer
  190. Intention to Support the Nonprofit
  191. Intrusion Pressure from Employees
  192. Intrusion Pressure from Employees
  193. Involvement (General)
  194. Involvement in the Exercise
  195. Involvement with Sales
  196. Involvement with the Internet
  197. Involvement with the Product Category (Choice Uncertainty)
  198. Involvement with the Product Category (Pleasure)
  199. Involvement with the Product Category (Sign)
  200. Involvement with the Sport
  201. Involvement with the Sports-related Event
  202. Justice of the Website (Distributive)
  203. Justice of the Website (Procedural)
  204. Knowledge (Domain Specific)
  205. Knowledge (Subjective)
  206. Lay Rationalism
  207. Littering Intention
  208. Love (Dispositional)
  209. Love (State)
  210. Loyalty Intentions
  211. Loyalty to the Store
  212. Malicious Intent by Employees
  213. Market Dynamism
  214. Materialism (Parent)
  215. Mind Wandering During a Task
  216. Money Saving Behaviors
  217. Mood (Global)
  218. Morality
  219. Morality
  220. Need for Cognition
  221. Need For Help (Person)
  222. Need for Uniqueness (General)
  223. Negotiation Power (Customer with Salesperson)
  224. Neutral (State)
  225. Norm Reasonability
  226. Novelty of the Advertised Product
  227. Organic Food’s Natural Content
  228. Organic Food’s Nutritional Value
  229. Other Person’s Confidence
  230. Other Person’s Goodwill
  231. Other Person’s Social Responsibility
  232. Others-Focused Experience
  233. Parental Style (Rejection)
  234. Parental Style (Warmth)
  235. Patronage Reduction
  236. Personality Adjustability
  237. Place Attachment
  238. Place Attachment (Physical)
  239. Place Attachment (Social)
  240. Place Dependence
  241. Place Distinction
  242. Place Identity
  243. Place Nostalgia
  244. Popularity of the New Product
  245. Power (Social)
  246. Power Distance
  247. Power Felt (State)
  248. Power from Distinctive Products
  249. Powerfulness
  250. Preference for Store Brands
  251. Price Believability
  252. Price Consciousness
  253. Price Fairness
  254. Price Liking
  255. Price-Quality Relationship
  256. Privacy Concerns (Company’s Misuse of Information)
  257. Privacy Concerns with Internet Usage
  258. Privacy of Response
  259. Product Component Centrality
  260. Product Component Centrality
  261. Product Component Importance
  262. Product Design (Aesthetic)
  263. Product Design (Functional)
  264. Product Design (Symbolic)
  265. Product Effectiveness (Energy Stimulation)
  266. Product Effectiveness (Stimulation Duration)
  267. Product Evaluation (Beverage)
  268. Product Evaluation (Credence)
  269. Product Evaluation (Experience)
  270. Product Evaluation (Search)
  271. Product Selection Freedom
  272. Production Effort
  273. Prorelationship Behaviors (Ability)
  274. Prorelationship Behaviors (Motivation)
  275. Prosocial Consumption (Close-Others)
  276. Prosocial Consumption (Distant-Others)
  277. Public Nature of Responses
  278. Punishment Seeking
  279. Purchase Activism
  280. Purchase Choice Certainty
  281. Purchase Intention (Organic Food)
  282. Purchase Reward Expectation
  283. Purchasing Power
  284. Quality Consciousness
  285. Quality of the Jeans
  286. Quality of the Meal
  287. Quality of the Service Provider’s Facilities
  288. Quality of the Store (Physical Environment)
  289. Quality of the Store
  290. Rapport with Employees
  291. Reactance (Intrusiveness)
  292. Realism of the Purchase Simulation
  293. Reasons Against Adopting the Innovation (Risk)
  294. Reasons Against Installing the Product (Cost)
  295. Reasons Against Installing the Product (Difficulty)
  296. Reasons for Installing the Product (Financial)
  297. Reasons for Installing the Product (Independence)
  298. Reasons for Using the Product (Convenience)
  299. Recycling Intention
  300. Reflected Appraisal of Persons in the Ad
  301. Regret about the Customization Decision
  302. Regulatory Focus of the Charity
  303. Relational Expectations
  304. Relational Sensemaking
  305. Relevance of the Slogan
  306. Religiosity (Affective)
  307. Religiosity (Behavioral)
  308. Religiosity (Cognitive)
  309. Reproductive Value (Gender Comparison)
  310. Repurchase Intention Towards the Service Provider
  311. Research Hypothesis Awareness
  312. Responsibility to Help Others
  313. Retail Patronage (By Store Type)
  314. Retaliation Against Employees
  315. Review Helpfulness
  316. Review Writer’s Intention to be Helpful
  317. Risk (Performance)
  318. Risk in Choosing From an Assortment
  319. Riskiness of Unprotected Sex
  320. Romantic Pursuit
  321. Safety of the Food Product
  322. Salesperson’s Customer Orientation (Functional)
  323. Salesperson’s Customer Orientation (Relational)
  324. Satisfaction with the Business
  325. Satisfaction with the Co-Production Process
  326. Satisfaction with the Customization Decision
  327. Satisfaction with the Discount
  328. Scarcity (Personal Resources)
  329. Self Image Concerns
  330. Self-Accountability for Group Performance
  331. Self-Concept (Collective)
  332. Self-Concept (Relational)
  333. Self-Concept (Self-Discipline)
  334. Self-Continuity Preference
  335. Self-Defining Experience
  336. Self-Esteem Attack Likelihood
  337. Self-Improvement Motivation
  338. Self-Regulatory Exertion (Math Task)
  339. Self-Regulatory Goal Progress
  340. Self-Transformation (Acquiring an Object)
  341. Service Dominant Orientation (Concerted)
  342. Service Dominant Orientation (Developmental)
  343. Service Dominant Orientation (Empowered)
  344. Service Dominant Orientation (Ethical)
  345. Service Dominant Orientation (Individuated)
  346. Service Dominant Orientation (Relational)
  347. Service Failure Attributions (Internal)
  348. Service Importance
  349. Service Quality (Empathy)
  350. Service Quality (Overall)
  351. Service Quality (Overall)
  352. Severity of the Situation
  353. Sharing an Experience with a Brand
  354. Shopping Choice Difficulty
  355. Shopping Convenience (General)
  356. Shopping Intention
  357. Shopping List Prioritization
  358. Shopping Orientation (Efficiency)
  359. Shopping Orientation (Hedonic)
  360. Shopping Trip Failure
  361. Shopping Value (Hedonic)
  362. Similarity in Employees’ Appearance
  363. Skepticism of the Product Claim
  364. Smoking-Related Beliefs (Negative)
  365. Sociability
  366. Social Attraction
  367. Social Attraction via Twitter
  368. Social Comparison (Appearance)
  369. Social Distance with the Mentally Ill
  370. Social Identification
  371. Social Presentation Concern
  372. Social Support
  373. Special Treatment Entitlement
  374. Special Treatment Entitlement from Employees
  375. Spending Aversion
  376. Sponsor/Sponsee Congruence
  377. Status (Social)
  378. Store Atmosphere
  379. Store Design (Attractiveness)
  380. Store Design (Interior Layout)
  381. Store Design (Ordering Costs)
  382. Superstitious Beliefs
  383. Support for Lowering the Minimum Drinking Age
  384. Switching Costs (Benefits Lost)
  385. Switching Costs (Investment)
  386. Switching Costs (Learning)
  387. Switching Costs (Uncertainty)
  388. Switching Intention
  389. Symbolic Embeddedness (Contentment)
  390. Symbolic Embeddedness (Happiness)
  391. Symbolic Embeddedness (Love)
  392. Symbolic Embeddedness (Love)
  393. Symbolic Embeddedness (Pride)
  394. Task Difficulty
  395. Task Enjoyment
  396. Taste Evaluation (General)
  397. Temporal Proximity
  398. Time Availability
  399. Time Availability
  400. Time Beneficialness
  401. Time Pressure from Employees
  402. Transformational Relationship Event
  403. Treatment Seeking Likelihood
  404. Trust (Interpersonal)
  405. Trust in Feelings
  406. Trust in the Organization’s Treatment of Members
  407. Trust in the Third-Party Label
  408. Trustworthiness (General)
  409. Uniqueness of the Design
  410. Usefulness of the Shopping Aid
  411. Value of the Transaction
  412. Values (Biospheric)
  413. Values (Egoistic)
  414. Variety Within the Assortment
  415. Visibility (Social)
  416. Visual Complexity
  417. Visual Processing Fluency (General)
  418. Visual Processing Fluency (Product Customization)
  419. Vividness (General)
  420. Vulnerability (Health)
  421. Water Conservation Intention
  422. Weariness
  423. Website’s User-Generated Content
  424. Willingness to Pay a Price Premium
  425. Willingness to Purchase a Product as a Gift
  426. Willingness to Purchase the Advertised Brand
  427. Willingness to Purchase the Company's Products
  428. Willingness to Share the Product Review via Twitter
  429. Word-of-Mouth (Negative)
  430. Word-of-Mouth Intention (Positive)
  431. Word-of-Mouth Intention for the Sports Team
  432. Word-of-Mouth Likelihood (General)
  433. Zero-Sum Beliefs

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