Handbook of Marketing Scales

William O. Bearden is the Distinguished Professor Emeritus and former Bank of America Chaired Professor of Marketing at the University of South Carolina. He is currently on the editorial review boards of JCR, JMR, JM, and JCP. He served as an Associate Editor for JCR during 1999-2002. Professor Bearden has received both the University Amoco Teaching Award, that is presented annually to one faculty member, and the University Mungo Award for Teaching Excellence. He has twice has been awarded the Moore School of Business Teacher of the Year Award and recognized as a faculty initiate in Mortar Board, ODK, Beta Gamma Sigma, and Golden Key, and received the 2004 University Educational Foundation Research Award for Professional Schools and the 2005 University Trustee Professorship Award. Professor Bearden serves as the University SEC Faculty Athletic Representative and received the first Distinguished Service Award from the Journal of Consumer Research in 2006. His research interests include consumer behavior, marketing research, pricing, and the evaluation of promotions. He was faculty co-director for the University Lilly Teaching Fellows Program from 1992-1995. Bill has published over twenty-five articles in the Journal of Marketing Research, the Journal of Marketing, and the Journal of Consumer Research, as well as having a number of other publications. He has coauthored Marketing Principles and Perspectives, 5th Edition, 2006, Irwin/McGraw-Hill, Inc. Richard G. Netemeyer is the Ralph E. Beeton Professor of Free Enterprise in the Marketing Division and Senior Associate Dean at the McIntire School of Commerce at the University of Virginia, Charlottesville, VA. He received his Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 1986. He was a member of the Marketing faculty at the E. J. Ourso School of Business at Louisiana State University from 1986 to 2001. In 2001, he joined the McIntire School of Commerce. Professor Netemeyer’s research has appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Applied Psychology, OBHDP, Marketing Science, American Journal of Psychiatry, American Journal of Public Health, and others. He is a co-author of two textbooks pertaining to measurement and psychometrics, and is a member of the editorial review boards of Journal of Consumer Research, Journal of Marketing, and the Journal of Public Policy & Marketing. Kelly L. Haws is an assistant professor of marketing at Mays Business School at Texas A&M University. She received her Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 2007. Professor Haws received the University Level SLATE Award for excellence in teaching at Texas A&M. Haws conducts research related to consumer behavior, with a specific focus on issues relevant to consumer welfare. Her research interests include consumer self-control, self-control strategies, optimal consumption, measurement issues, and behavioral pricing. Dr. Haws’ research has been published in the Journal of Consumer Research, Journal of Marketing Research, and the Journal of Public Policy & Marketing and presented at various conferences, including the Association for Consumer Research, the Society for Consumer Psychology, Transformative Consumer Research, and the American Marketing Association.

This is a handbook of scales that are used in empirical marketing and consumer behaviour research. In seven chapters, this third edition mirrors the six major areas of marketing mix and consumer behaviour variables as well as a general introduction. The six areas are: (1) traits and individual difference variables; (2) values and goals; (3) involvement, information processing, and affect; (4) reactions to marketing stimuli; (5) attitudes about the performance of business firms, satisfaction and post-purchase behaviour, social agencies, and the mar- ketplace; and (6) sales, sales management, organizational behaviour, and interfirm–intrafirm issues. For each scale, the following information is provided: construct, description, and development of the scale, the samples used in development, validity, scores, source, and references and last but not least, the actual scale items and dimensions to which they belong.

• Preface1. IntroductionCriteria for Scale Deletions/AdditionsSearch ProceduresFormat of the Book and Presentation of MeasuresCaveats and CautionsEvaluation of MeasuresReliabilityConstruct ValidityOther Issues to ConsiderSummaryReferences2. Traits and Individual Difference VariablesScales Related to Interpersonal Orientation, Needs/Preferences, and Self-ConceptScales Related to Consumer Compulsiveness and ImpulsivenessScales Related to Country Image and AffiliationScales Related to Consumer Opinion Leadership and Opinion SeekingScales Related to InnovativenessScales Related to Consumer Social Influence3. Values and GoalsGeneral ValuesAppendix to General ValuesValues Related to Environmentalism and Socially Responsible ConsumptionValues Related to Materialism and Possessions/ObjectsAppendix to Materialism and Possessions/ObjectsValues Related to Goal Orientations and Planning4. Involvement, Information Processing, and AffectInvolvement General to Several Product ClassesPurchasing InvolvementScales Related to Information Processing: Optimal Stimulation MeasuresScales Related to Processing StyleScales Related to Affect5. Reactions to Marketing StimuliMeasures Related to Ad Emotions and Ad ContentMeasures Related to Brand/Product Responses and Shopping StylesMeasures Related to Pricing Responses6. Attitudes About the Performance of Business Firms, Satisfaction and Post-Purchase Behavior, Social Agencies, and the MarketplaceConsumer Attitudes Toward Business Practices and MarketingScales Related to Post- Purchase Behavior: Consumer DiscontentBusiness Attitudes Toward the Marketplace7. Sales, Sales Management, Organizational Behavior, and Interfirm-Intrafirm IssuesJob Satisfaction MeasuresRole Perceptions/ConflictJob Burnout/TensionPerformance MeasuresControl and LeadershipOrganizational CommitmentSales/Selling ApproachesInter-/Intrafirm Issues of Influence and PowerOther Measures Related to Interfirm IssuesIndexAbout the Editors