Handbook of Marketing Scales

Preface
1. Introduction
Criteria for Scale Deletions/Additions
Search Procedures
Format of the Book and Presentation of Measures
Caveats and Cautions
Evaluation of Measures
Reliability
Construct Validity
Other Issues to Consider
Summary
References
2. Traits and Individual Difference Variables
Scales Related to Interpersonal Orientation, Needs/Preferences, and Self-Concept
Scales Related to Consumer Compulsiveness and Impulsiveness
Scales Related to Country Image and Affiliation
Scales Related to Consumer Opinion Leadership and Opinion Seeking
Scales Related to Innovativeness
Scales Related to Consumer Social Influence
3. Values and Goals
General Values
Appendix to General Values
Values Related to Environmentalism and Socially Responsible Consumption
Values Related to Materialism and Possessions/Objects
Appendix to Materialism and Possessions/Objects
Values Related to Goal Orientations and Planning
4. Involvement, Information Processing, and Affect
Involvement General to Several Product Classes
Purchasing Involvement
Scales Related to Information Processing: Optimal Stimulation Measures
Scales Related to Processing Style
Scales Related to Affect
5. Reactions to Marketing Stimuli
Measures Related to Ad Emotions and Ad Content
Measures Related to Brand/Product Responses and Shopping Styles
Measures Related to Pricing Responses
6. Attitudes About the Performance of Business Firms, Satisfaction and Post-Purchase Behavior, Social Agencies, and the Marketplace
Consumer Attitudes Toward Business Practices and Marketing
Scales Related to Post- Purchase Behavior: Consumer Discontent
Business Attitudes Toward the Marketplace
7. Sales, Sales Management, Organizational Behavior, and Interfirm-Intrafirm Issues
Job Satisfaction Measures
Role Perceptions/Conflict
Job Burnout/Tension
Performance Measures
Control and Leadership
Organizational Commitment

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.

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.