Handbook of marketing scales : multi-item measures for marketing and consumer behavior research

The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research.

Key Features

More than 150 scales are included in the Handbook. Many scales were originally published in marketing and consumer journals, and including them in one volume helps reduce the time it takes researchers to locate instruments for survey research. More than 70 new scales have been added to the Third Edition. New scales were selected based upon actual usage and citations by researchers in articles where a major objective was scale development. Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence. The book includes a number of measures that have been used in several studies. The volume serves as a guide to the literature and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity.

This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.

• Preface
• Chapter 1 Introduction
• Introduction
• Criteria for Scale Deletions / Additions
• Criteria for Deleting Scales
• Criteria for Adding New Scales
• Search Procedures
• Marketing
• Social Psychology, Applied Psychology, Management, and Organizational Behavior
• Format of the Book and Presentation of Measures
• Caveats and Cautions
• Evaluation of Measures
• Construct Definition and Domain
• Content Validity
• Scale Dimensionality
• Reliability
• Test-retest
• Internal Consistency
• Construct Validity
• Convergent, Discriminant, and Nomological Validity
• Known Group Validity
• Other Issues to Consider
• Representative Sampling
• Psychometric Properties Cross-Nationally
• Normative Information
• Response Set Bias
• Summary
• Chapter 2 Traits and Individual Difference Variables
• Scales Related to Interpersonal Orientation, Needs/Preferences, and Self-Concept
• Ten-Item and Five-Item Personality Inventories (Gosling, Rentfrow, and Swann 2003)
• Consumer Self-Confidence: CSC (Bearden, Hardesty, and Rose 2001)
• Interpersonal Orientation: CAD (Cohen 1967)
• Long-Term Orientation: LTO (Bearden, Money, and Nevins 2006)
• Maximization Scale (Schwartz et al 2002)
• Need for Cognition: NFC (Cacioppo and Petty 1982)
• Need to Evaluate Scale: NES (Jarvis and Petty 1996)
• Need for Touch: NFT (Peck and Childers 2003)
• Consumer's Need for Uniqueness: CNFU (Tian, Bearden, and Hunter 2001)
• Preference for Consistency: PFC (Cialdini, Trost, and Newsom 1995)
• Independent and Interdependent Need for Construals (Singelis 1994)
• Self-Concept Clarity: SCC (Campbell, Trapnell, Heine, Katz, Lavallee, and Lehman 1996)
• Self-Concepts, Person Concepts, and Product Concepts (Malhotra 1981)
• Vanity: Trait Aspects of Vanity (Netemeyer, Burton, Lichtenstein 1995)
• Scales Related to Consumer Compulsiveness and Impulsiveness
• Compulsive Buying Index (CBI): An Expanded Measure (Ridgway, Kukar-Kinney, and Monroe 2008)
• Compulsive Consumption: A Diagnostic Tool/ Clinical Screener for Classifying Compulsive Consumers (Faber and O'Guinn 1989,1992)
• Hyperopia (Haws and Poyner 2008)
• Impulsiveness: Buying Impulsiveness Scale (Rook and Fisher 1995)
• Impulsiveness-Consumer Impulsiveness Scale: CIS (Puri 1996)
• General Self-Control (Tangney, Baumeister, and Boone 2004)
• Spending Self-Control: SSC (Haws and Bearden 2010)
• Scales Related to Country Image and Affiliation
• Country Image Scale (Martin and Eroglu 1993)
• Country-of-Origin Scale (Pisharodi and Parameswaran 1992; Parameswaran and Pisharodi 1994)
• Ethnocentrism-Consumer Ethnocentrism: CETSCALE (Shimp and Sharma 1987)
• Horizontal and Vertical Individualism and Collectivism (Singelis et al. 1995; Triandis and Gelfand 1998)
• Scales Related to Consumer Opinion Leadership and Opinion Seeking
• Market Maven: Propensity to Provide Marketplace and Shopping Information (Feick and Price 1987)
• Opinion Leadership (King and Summers 1970; Childers 1986)
• Opinion Leadership and Information Seeking (Reynolds and Darden 1971)
• Opinion Leaders and Opinion Seekers: OL and OS (Flynn, Goldsmith, and Eastman 1996)
• Scales Related to Innovativeness
• Cognitive and Sensory Innovativeness (Venkatraman and Price 1990)
• Domain Specific Innovativeness: DSI (Goldsmith and Hofacker 1991)
• High in Emergent Nature Consumers (Hoffman, Kopalle, and Novak 2010)
• Innovativeness: Consumer Innovativeness (Manning, Bearden, and Madden 1995)
• Innovativeness: Use Innovativeness (Price and Ridgway 1983)
• The Technology Readiness Index (or Techqualâäó)(A. Parasuraman 2000