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Marketing scales handbook: a compilation of multi-item measures for consumer behavior and advertising

Author: Burner, Gordon C. ; Hensel, Paul J. ; James, Karen E.Publisher: Thomson South-Western, 2005. ; American Marketing Association, 2005.Language: EnglishDescription: 842 p. ; 26 cm.ISBN: 0324300832Type of document: BookBibliography/Index: Includes index
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Book Europe Campus
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Print HF5415.3 .B785 2005 Vol.4
(Browse shelf)
001174345
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Includes index

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Marketing Scales Handbook A Compilation of Multi-Item Measures for Consumer Behavior and Advertising Table of Contents Acknowledgements............................................................................ xviii Introduction........................................................................................ xx Scale No. Part I: Consumer-Related Scales 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. Page No. Acceptability of Choice Alternatives...................................................... 3 Affective Response (General)................................................................. 4 Affective Response (Negative) ............................................................... 5 Affective Response (Negative) ............................................................... 6 Affective Response (Positive)................................................................. 9 Affective Response (Positive)................................................................ 11 Affective Response to Brand................................................................ 14 Agreement Response Tendency........................................................... 15 Animosity (Economic)......................................................................... 17 Animosity (War).................................................................................. 18 Anxiety (With Computers)................................................................... 19 Approach-Avoidance (Retail Environment).......................................... 20 Arousal.............................................................................................. 21 Arousal Avoidance.............................................................................. 23 Attitude Toward a Theater's Facilities ................................................ 25 Attitude Toward Activities (Adventurous) ........................................... 26 Attitude Toward Activities (Social Status) ........................................... 27 Attitude Toward Charitable Organizations.......................................... 28 Attitude Toward Children's TV Programming ...................................... 29 Attitude Toward Complaining (Personal Norms).................................. 30 Attitude Toward Coupons................................................................... 32 Attitude Toward Elicitation Method .................................................... 33 Attitude Toward Helping Others.......................................................... 34 Attitude Toward Homosexuality ......................................................... 35 Attitude Toward NUTRITION FACTS Label.......................................... 36 Attitude Toward Private Label Brands................................................. 37 Attitude Toward Product Price............................................................ 38 Attitude Toward Sweepstakes............................................................. 39 Marketing Scales Handbook iii Table of Contents 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. Attitude Toward the Act .................................................................... Attitude Toward the Act (Consuming a Food Item)........................... Attitude Toward the Brand ............................................................... Attitude Toward the Brand and Product Category................................ Attitude Toward the Brand (Beer)..................................................... Attitude Toward the Brand (Child's Hedonic).................................... Attitude Toward the Brand (Child's Utilitarian)............................... Attitude Toward the Brand (Usage Benefits).................................... Attitude Toward the Brand Name..................................................... Attitude Toward the Brand Name..................................................... Attitude Toward the Company ......................................................... Attitude Toward the Company.......................................................... Attitude Toward the Company (Social Responsibility)..................... Attitude Toward the Innovation........................................................ Attitude Toward the Mall (Ambience)............................................... Attitude Toward the Mall (Design).................................................... Attitude Toward the Mall (Exciting).................................................. Attitude Toward the Mall (Layout).................................................... Attitude Toward the Mall (Variety)................................................... Attitude Toward the Movie (Action).................................................. Attitude Toward the Movie (Extrinsic Cues)..................................... Attitude Toward the Movie (Intrinsic Cues)...................................... Attitude Toward the Movie (Story).................................................... Attitude Toward the Object (Interesting) ......................................... Attitude Toward the Object (Likeability) ......................................... Attitude Toward the Offer................................................................. Attitude Toward the Product (Beauty Enhancement)...................... Attitude Toward the Product (Digital Camera)................................. Attitude Toward the Product (Food)................................................. Attitude Toward the Product (High Tech)......................................... Attitude Toward the Product/Brand (Semantic Differential)........... Attitude Toward the Brand .............................................................. Attitude Toward the Product/Brand ............................................... Attitude Toward the Sales Promotion (Convenience)....................... Attitude Toward the Sales Promotion (Entertainment).................... Attitude Toward the Sales Promotion (Exploration) ........................ Attitude Toward the Sales Promotion (Overall)................................ Attitude Toward the Sales Promotion (Pride)................................... Attitude Toward the Sales Promotion (Quality)................................ Attitude Toward the Sales Promotion (Savings)............................... Attitude Toward the Service Provider .............................................. Attitude Toward the Service Provider .............................................. Attitude Toward the Sponsor............................................................ Attitude Toward the Sport (Adventurous)........................................ Attitude Toward the Sport (Curiosity-Arousing).............................. Attitude Toward the Sport (Social Status)........................................ 40 43 44 45 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 72 73 75 88 90 91 92 93 94 95 96 97 98 99 100 101 102 103 iv Marketing Scales Handbook Table of Contents 75. 76. 77. 78. 79. 80. 81. 82. 83. 84. 85. 86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99. 100. 101. 102. 103. 104. 105. 106. 107. 108. 109. 110. 111. 112. 113. 114. 115. 116. 117. 118. 119. 120. Attitude Toward the Sport (Thrilling)................................................... 104 Attitude Toward the Task................................................................... 105 Attitude Toward the Website (Affect)................................................... 106 Attitude Toward the Website (Economic Value).................................... 107 Attitude Toward the Website (Entertaining) ........................................ 108 Attitude Toward the Website (Entertaining) ........................................ 109 Attitude Toward the Website (Escapism)............................................. 110 Attitude Toward the Website (General) ............................................... 111 Attitude Toward the Website (General) ............................................... 112 Attitude Toward the Website (General) ............................................... 113 Attitude Toward the Website (Informative) .......................................... 114 Attitude Toward the Website (Organized)............................................. 115 Attitude Toward the Website (Quality) ................................................ 116 Attitude Toward the Website (Shopping Efficiency).............................. 117 Attitude Toward the Website (Trust).................................................... 118 Attitude Toward the Website (Visual Appeal)....................................... 119 Balanced Inventory of Desirable Responding ...................................... 120 Behavioral Intention ......................................................................... 123 Behavioral Intention ......................................................................... 127 Bored............................................................................................ .... 128 Boycott Issue Importance................................................................... 129 Boycott Likelihood............................................................................. 130 Brand Belief...................................................................................... 131 Brand Consciousness........................................................................ 132 Brand Distinctiveness........................................................................ 133 Brand Equity.................................................................................... 134 Brand Extension Fit ......................................................................... 135 Brand Extension Fit ......................................................................... 136 Brand Extension Fit ......................................................................... 137 Brand Extension Fit (Usage-Based) .................................................. 138 Brand Parity..................................................................................... 139 Brand Personality (Competence)........................................................ 140 Brand Personality (Excitement)......................................................... 141 Brand Personality (Ruggedness) ....................................................... 143 Brand Personality (Sincerity) ............................................................ 144 Brand Personality (Sophistication).................................................... 145 Brand Superiority............................................................................. 146 Browsing.......................................................................................... 148 Calmness.......................................................................................... 149 Cause Marketing (Commitment by Business).................................... 150 Cause Marketing (Congruency with Business) .................................. 151 Cause Marketing (Resources Expended by Business)......................... 152 Change Seeking................................................................................ 153 Commercial Friendship Perception .................................................. 155. Commercial Friendship Perception ................................................... 157 Commitment (Brand) ........................................................................ 158 Marketing Scales Handbook y Table of Contents 121. 122. 123. 124. 125. 126. 127. 128. 129. 130. 131. 132. 133. 134. 135. 136. 137. 138. 139. 140. 141. 142. 143. 144. 145. 146. 147. 148. 149. 150. 151. 152. 153. 154. 155. 156. 157. 158. 159. 160. 161. 162. 163. 164. 165. 166. Commitment (Brand) ........................................................................ 159 Commitment (Information Complexity)............................................... 160 Commitment (Position Involvement).................................................... 161 Commitment (Resistance to Change).................................................. 162 Commitment (Volitional Choice)......................................................... 163 Commitment to a Theater ................................................................. 164 Commitment to Retailer .................................................................... 165 Commitment to Service Provider ........................................................ 166 Commitment to Service Provider ........................................................ 167 Commitment to Service Provider ........................................................ 168 Communication Avoidance (Parent/Child).......................................... 169 Communication Effectiveness with Service Provider............................ 170 Communication Encouragement (Parent/Child).................................. 171 Competence of Service Provider.......................................................... 172 Compulsive Buying............................................................................ 173 Conformity Motivation (ATCSI)........................................................... 175 Conformity Motivation (Consumption)................................................ 177 Congruency (Beliefs/Information)....................................................... 178 Consumer Activism............................................................................ 179 Consumer Skills Development (Child's) .............................................. 180 Convenience of Technology Assisted Shopping.................................... 181 Corporate Social Responsibility (Company Ability) .............................. 182 Corporate Social Responsibility (Personal Support) ............................. 183 Country-of-Origin Product Image (General) ........................................ 184 Country-of-Origin Product Purchase Intention.................................... 185 Coviewing TV (Parent/Child) ............................................................. 186 Crime Estimates................................................................................ 187 Cultural Orientation (Horizontal Collectivism) .................................... 189 Cultural Orientation (Horizontal Individualism) .................................. 190 Cultural Orientation (Vertical Collectivism) ........................................ 191 Cultural Orientation (Vertical Individualism) ...................................... 192 Decision Basis (Head Vs. Heart)......................................................... 193 Decision-Making Style....................................................................... 194 Desire for Friendship with Service Provider......................................... 195 Disconfirmation Sensitivity ............................................................. .. 196 Distribution Intensity......................................................................... 197 Ease of Use ...................................................................................... 198 Ease of Use (Technology Assisted Shopping)....................................... 199 Embarrassment................................................................................. 200 Environmentalism ............................................................................ 201 Environmentalism ............................................................................ 203 Ethnic Identification (Affirmation and Belonging)................................ 205 Ethnocentrism (CETSCALE) .............................................................. 206 Event/Product Congruence (Functional)............................................. 209 Event/Product Congruence (Image).................................................... 210 Event/Sponsor Congruence............................................................... 211 vi Marketing Scales Handbook Table of Contents 167. 168. 169. 170. 171. 172. 173. 174. 175. 176. 177. 178. 179. 180. 181. 182. 183. 184. 185. 186. 187. 188. 189. 190. 191. 192. 193. 194. 195. 196. 197. 198. 199. 200. 201. 202. 203. 204. 205. 206. 207. 208. 209. 210. 211. 212. Exploratory Consumer Tendencies.................................................. Familiarity (Brand).......................................................................... Familiarity (Object).......................................................................... Familiarity (Product Category and Brand) ......................................... Family Communication (Concept-Oriented, Child's View)............... Family Communication (Concept-Oriented, Parent's View)............. Family Communication (Socio-Oriented, Child's View)................... Family Communication (Socio-Oriented, Parent's View)................. Financial Pressure (Specific Shopping Trip).................................... Friendliness..................................................................................... Frugality.......................................................................................... Goal Similarity (Brand/Ideals) ....................................................... Goal Similarity (Product Category/Ideals) ...................................... Health Behaviors (Preventive).......................................................... Health Club Beliefs ........................................................................ Health Consciousness..................................................................... Health Knowledge............................................................................ Health Motivation............................................................................ Health Value.................................................................................... Homophily....................................................................................... Impulse Buying (Product Specific).................................................. Impulse Buying (Trip Specific)........................................................ Impulse Buying Tendency .............................................................. Impulse Buying Tendency .............................................................. Impulsivity....................................................................................... Independence (Child from Parent)................................................... Independence/Interdependence...................................................... Indexicality (Corporal) .................................................................... Indexicality (Temporal) ................................................................... Innovativeness (General)................................................................. Innovativeness (Product Purchase) ................................................ Innovativeness (Product Specific).................................................... Intention to Support a Theater ....................................................... Intergenerational Communication (Preferences)............................. Intergenerational Communication (Skills) ...................................... Internet Services Adoption (Financial and Information)..................... Internet Services Adoption (Infotainment)....................................... Internet Services Adoption (Ordering)............................................. Internet Shopping (Convenience).................................................... Internet Shopping (Site Design)...................................................... Internet Shopping Experience......................................................... Internet Usage (Economic Motivation)............................................. Internet Usage (Entertainment Motivation)..................................... Internet Usage (Escape Motivation) ................................................ Internet Usage (Escape Motivation) ................................................ Internet Usage (Financial Security Concerns)................................. 212 215 216 217 218 219 221 222 224 225 226 227 228 229 231 232 233 234 236 237 238 239 240 242 243 244 245 248 249 250 251 252 253 254 256 258 259 260 261 262 263 264 265 266 268 269 Marketing Scales Handbook vii Table of Contents 213. 214. 215. 216. 217. 218. 219. 220. 221. 222. 223. 224. 225. 226. 227. 228. 229. 230. 231. 232. 233. 234. 235. 236. 237. 238. 239. 240. 241. 242. 243. 244. 245. 246. 247. 248. 249. 250. 251. 252. 253. 254. 255. 256. 257. 258. Internet Usage (Information Motivation) ............................................. 270 Internet Usage (Information Motivation) ............................................. Internet Usage (Interactive Control Motivation).................................... Internet Usage (Privacy Concerns) ...................................................... Internet Usage (Privacy Concerns) ...................................................... Internet Usage (Socialization Motivation)............................................. Internet Usage Intention (Information)................................................ Internet Usage Intention (Purchase).................................................... Involvement (Brand)........................................................................... Involvement (Cents-Off Offers) ........................................................... Involvement (Coupons) ...................................................................... Involvement (Ego with Service Provider) .............................................. Involvement (End-of-Aisle Displays) ................................................... Involvement (Enduring)...................................................................... Involvement (Event)............................................................................ Involvement (Movie Watching)............................................................. Involvement (Online Services)............................................................. Involvement (Premiums) .................................................................... Involvement (Product Class) ............................................................... Involvement (Product Class) ............................................................... Involvement (Product) ........................................................................ Involvement (Promotional Games) ...................................................... Involvement (Purchase of Bank Services)............................................. Involvement (Rebates) ....................................................................... Involvement (Sales Promotion Deals) .................................................. Involvement (Sales) ........................................................................... Involvement (Situational) ................................................................... Involvement (Special Possession) ....................................................... Involvement (Study)........................................................................... Involvement (Two-For-One Deals) ....................................................... Justice (Accessibility)......................................................................... Justice (Decision Control)................................................................... Justice (Distributive).......................................................................... Justice (Effort)................................................................................... Justice (Empathy).............................................................................. Justice (Explanation).......................................................................... Justice (Flexibility) ............................................................................ Justice (Honesty)............................................................................... Justice (Interactional)......................................................................... Justice (Politeness)............................................................................. Justice (Process Control).................................................................... Justice (Speed)................................................................................... Knowledge (Cars) .............................................................................. Knowledge (Cars) .............................................................................. Knowledge (Marketplace).................................................................... Knowledge (Product Classes) ............................................................. 271 272 273 274 276 277 278 279 280 282 284 285 287 291 292 293 294 296 298 299 300 302 303 305 307 309 311 312 313 315 316 317 318 319 320 321 322 323 324 325 326 327 329 331 332 viii Marketing Scales Handbook Table of Contents 259. 260. 261. 262. 263. 264. 265. 266. 267. 268. 269. 270. 271. 272. 273. 274. 275. 276. 277. 278. 279. 280. 281. 282. 283. 284. 285. 286. 287. 288. 289. 290. 291. 292. 293. 294. 295. 296. 297. 298. 299. 300. 301. 302. 303. 304. Knowledge (Product Classes) .......................................................... Knowledge (Product)........................................................................ Language Proficiency....................................................................... Legitimation..................................................................................... Loyalty (Active)................................................................................ Loyalty (Brand)................................................................................ Loyalty (Passive).............................................................................. Loyalty (Product)............................................................................. Loyalty (Store) ................................................................................ Loyalty (Store) ................................................................................ Loyalty (Store) ................................................................................ Loyalty (Store) ................................................................................ Loyalty Intentions (Supermarket Merchandise).............................. Loyalty Proneness (Brand)............................................................... Loyalty Proneness (Product)............................................................ Loyalty Proneness (Retail) .............................................................. Market Maven.................................................................................. Marketplace Activism (Direct)......................................................... Materialism..................................................................................... Mood (Global) ................................................................................. Mood (Global) ................................................................................. National Brand Promotion Usage (In-Store).................................... National Brand Promotion Usage (Out-of-Store)............................. Navigation of Technology Assisted Shopping.................................. Need for Cognition .......................................................................... Need For Evaluation ....................................................................... Need for Unique Products .............................................................. Need for Uniqueness (Consumer's).................................................. Need for Uniqueness (General) ....................................................... Nostalgia Proneness ....................................................................... Nurturance (Parental) ..................................................................... Nutrition Information Interest......................................................... Nutrition Information Usage .......................................................... Nutrition Information Usage .......................................................... Nutrition Knowledge (Objective)...................................................... Nutrition Knowledge (Subjective).................................................... Obedience Expectations For Kids at School.................................... Occupation Estimates..................................................................... Opinion Leadership (Domain Specific)............................................ Outshopping.................................................................................... Parent-Adolescent Communication (Openness).............................. Parent-Adolescent Communication (Problems)............................... Parental Exclusion of Outside Influences ...................................... Parental Style (Authoritarian)......................................................... Parental Style (Protective)............................................................... Parental Style (Strict)...................................................................... 333 334 335 337 338 339 340 341 342 343 344 345 346 347 348 349 350 351 352 353 355 356 357 358 359 362 364 365 367 370 371 373 374 375 376 380 381 383 385 388 389 391 393 394 396 397 Marketing Scales Handbook ix Table of Contents 305. 306. 307. 308. 309. 310. 311. 312. 313. 314. 315. 316. 317. 318. 319. 320. 321. 322. 323. 324. 325. 326. 327. 328. 329. 330. 331. 332. 333. 334. 335. 336. 337. 338. 339. 340. 341. 342. 343. 344. 345. 346. 347. 348. 349. 350. Perfectionism.................................................................................... Performance Expectations (Prepurchase)......................................... Performance Perceptions (Postpurchase)......................................... Pleasantness ................................................................................... Pleasantness ................................................................................... Pleasure........................................................................................... Prestige Importance......................................................................... Prestigiousness................................................................................ Price (Internal Reference)................................................................. Price (Product) ................................................................................. Price Consciousness ........................................................................ Price Consciousness ........................................................................ Price Consciousness ........................................................................ Price Consciousness ........................................................................ Price Dealing Intensity..................................................................... Price Perceptions (Postpurchase)..................................................... Price Perceptions (Prepurchase)....................................................... Price Prominence.............................................................................. Price-Quality Relationship .............................................................. Prices (Store).................................................................................... Problem Solving Capacity (Beauty Product) .................................... Product Information Relevancy........................................................ Product Innovativeness.................................................................... Program Liking................................................................................. Purchase Communication (Parent-Adolescent)................................ Purchase Communication (Peer)...................................................... Purchase Frequency (Product Specific)............................................ Purchase Frequency (Store Brands)................................................. Purchase Independence (Child from Parent).................................... Purchase Influence (Child's)............................................................. Purchase Intention .......................................................................... Purchase Intention .......................................................................... Purchase Intention .......................................................................... Purchase Intention .......................................................................... Purchase Intention .......................................................................... Purchase Intention (Product/Store)................................................. Purchase Involvement (Cognitive) ................................................... Purchase Likelihood (Sponsor's Products)....................................... Purchase Likelihood (Upon Child's Request).................................... Purchase Likelihood (With Child's Money)....................................... Purchase Norms (Sports Fans)......................................................... Quality (Acting)................................................................................ Quality (Environment)...................................................................... Quality (Product) ............................................................................. Quality (Product) ............................................................................. Quality (Product) ............................................................................. 398 399 400 401 403 405 408 409 410 411 412 414 415 417 418 419 420 421 423 424 425 426 427 428 429 431 432 433 434 436 438 440 442 443 444 445 446 447 448 449 450 451 452 453 455 456 x Marketing Scales Handbook Table of Contents 351. 352. 353. 354. 355. 356. 357. 358. 359. 360. 361. 362. 363. 364. 365. 366. 367. 368. 369. 370. 371. 372. 373. 374. 375. 376. 377. 378. 379. 380. 381. 382. 383. 384. 385. 386. 387. 388. 389. 390. 391. 392. 393. 394. 395. 396. Quality (Product) ............................................................................... 457 Quality (Supermarket Merchandise).................................................... 458 Quality (TV Set).................................................................................. 459 Quality (Video Product)....................................................................... 460 Quality Consciousness ...................................................................... 461 Racial Importance ............................................................................. 462 Reality of Television Portrayals............................................................ 463 Refusal of Child's Purchase Requests (With Explanation)..................... 464 Refusal of Child's Purchase Requests (Without Explanation)................ 465 Regret............................................................................................. ... 466 Relational Benefits (Confidence).......................................................... 467 Relational Benefits (Functional)........................................................... 468 Relational Benefits (Social) ................................................................. 469 Relational Benefits (Social) ................................................................. 470 Relational Benefits (Social) ................................................................. 471 Relational Benefits (Special Treatment)................................................ 472 Relationship Investment (Commercial Friendship)............................... 473 Relationship Investment (Overall)........................................................ 474 Relationship Investment (Preferential Treatment)................................. 475 Relationship Investment (Tangible Rewards)........................................ 476 Relative Prices (Supermarket Merchandise)......................................... 477 Reliability of Theater Productions........................................................ 478 Reliance on Internal Reference Price.................................................... 479 Repatronage Intention........................................................................ 480 Response Difficulty............................................................................. 481 Restriction of TV Viewing.................................................................... 482 Retailer's Institutional Action (Contribution to Community).................. 483 Retailer's Institutional Action (Family Values)...................................... 484 Retailer's Institutional Action (Support for Country)............................. 485 Retailer's Performative Action (Assortment).......................................... 486 Retailer's Performative Action (Location).............................................. 487 Retailer's Performative Action (Prices).................................................. 488 Risk (General) ................................................................................... 489 Risk (General) ................................................................................... 490 Risk Averseness ................................................................................ 491 Risk Averseness ................................................................................ 492 Role Overload .................................................................................... 493 Sacrifice............................................................................................. 495 Satisfaction (Answering Questions)..................................................... 496 Satisfaction (Anticipated).................................................................... 497 Satisfaction (Complaint Handling)....................................................... 498 Satisfaction (Consumption)................................................................. 499 Satisfaction (Decision)........................................................................ 500 Satisfaction (Emotional)...................................................................... 501 Satisfaction (Evaluative)...................................................................... 503 Satisfaction (General) ........................................................................ 504 Marketing Scales Handbook xi Table of Contents 397. 398. 399. 400. 401. 402. 403. 404. 405. 406. 407. 408. 409. 410. 411. 412. 413. 414. 415. 416. 417. 418. 419. 420. 421. 422. 423. 424. 425. 426. 427. 428. 429. 430. 431. 432. 433. 434. 435. 436. 437. 438. 439. 440. 441. 442. Satisfaction (General) ...................................................................... Satisfaction (General) ...................................................................... Satisfaction (Life)............................................................................. Satisfaction (Performance)............................................................... Satisfaction (Relationship) ............................................................ .. Satisfaction (Sales Process) ............................................................. Satisfaction (Service Dimensions) ................................................... Satisfaction (Service Provider's Location) ........................................ Satisfaction (Service Provider's Personnel)....................................... Satisfaction (Service) ....................................................................... Satisfaction (Service) ....................................................................... Satisfaction (Service) ....................................................................... Satisfaction (Transaction Ease with Service Provider) ..................... Search Intention (External).............................................................. Self-Concept Clarity......................................................................... Self-Confidence (Clothes Shopping)................................................. Self-Confidence (Express Opinions)................................................. Self-Confidence (Information Acquisition)........................................ Self-Confidence (Information Processing)......................................... Self-Confidence (Personal Outcomes)............................................... Self-Confidence (Persuasion Knowledge).......................................... Self-Confidence (Product Selection).................................................. Self-Confidence (Social Outcomes)................................................... Self-Confidence (Task)..................................................................... Self-Efficacy (Health) ....................................................................... Self-Efficacy (Health)........................................................................ Self-Esteem ..................................................................................... Self-Esteem ..................................................................................... Self-Esteem (State) .......................................................................... Self-Monitoring................................................................................ Sensation Seeking .......................................................................... Service Quality (Ambience)............................................................ .. Service Quality (Convenience Store)................................................. Service Quality (Design)................................................................... Service Quality (Employees' Attitudes)............................................. Service Quality (Employees' Behaviors)............................................ Service Quality (Employees' Expertise)............................................. Service Quality (Encounter Specific)................................................ Service Quality (Overall)................................................................... Service Quality (Past Experiences)................................................... Service Quality (Performance).......................................................... Service Quality (Positive Experience)................................................ Service Quality (Social Factors)........................................................ Service Quality (Supermarket) ........................................................ Service Quality (Tangibles) .............................................................. Service Quality (Waiting Time)......................................................... 506 508 509 511 512 513 514 515 516 517 518 519 520 521 522 524 525 526 527 528 529 530 531 532 533 534 535 537 539 541 543 547 548 550 551 552 553 554 555 556 557 559 560 561 563 564 xii Marketing Scales Handbook Table of Contents 443. 444. 445. 446. 447. 448. 449. 450. 451. 452. 453. 454. 455. 456. 457. 458. 459. 460. 461. 462. 463. 464. 465. 466. 467. 468. 469. 470. 471. 472. 473. 474. 475. 476. 477. 478. 479. 480. 481. 482. 483. 484. 485. 486. 487. 488. Service Success Likelihood.............................................................. Shop With Children......................................................................... Shopping Convenience ................................................................... Shopping Enjoyment ...................................................................... Shopping Enjoyment ...................................................................... Shopping Enjoyment (Grocery)........................................................ Shopping Enjoyment (With Technology Assistance)........................ Shopping Intention ......................................................................... Shopping Smart............................................................................... Shopping Value .............................................................................. Shopping Value (Hedonic)................................................................ Shopping Value (Utilitarian)............................................................ Sincerity (Salesperson).................................................................... Sincerity (Sponsorship).................................................................... Smoking-Related Beliefs (Poise)....................................................... Smoking-Related Beliefs (Popularity)............................................... Smoking-Related Beliefs (Social Stature)......................................... Smoking-Related Beliefs (Vitality).................................................... Sociability........................................................................................ Social Desirability Bias ................................................................... Source Influence.............................................................................. Store Convenience Importance........................................................ Store Image ..................................................................................... Store Image ..................................................................................... Store Image Importance................................................................... Substitutability of Information........................................................ Support for the Retailer................................................................... Susceptibility to Peer Influence ...................................................... Switching Costs............................................................................... Telepresence (Website)..................................................................... Test Accuracy (Health) .................................................................... Time Pressure.................................................................................. Time Pressure (Specific Shopping Trip)........................................... Tolerance for Ambiguity................................................................... Travel Intentions.............................................................................. Trust in Brand................................................................................. Trust in the Organization................................................................ Trust of Service Provider.................................................................. Trustworthiness (Retailer) .............................................................. TV Viewing (Escape Motivation)....................................................... TV Viewing (Information Motivation)............................................... TV Viewing (Self-Concept Motivation) ............................................. Typicality (General) ......................................................................... Ubiquity (Sponsor)........................................................................... Uniqueness (Product)..................................................................... Usage Intention.............................................................................. 565 566 567 568 569 570 571 572 573 574 575 577 579 580 581 582 583 584 585 586 590 591 592 593 594 595 596 597 600 601 603 604 605 606 608 609 610 611 612 613 614 615 616 617 618 619 Marketing Scales Handbook xiii Table of Contents 489. 490. 491. 492. 493. 494. 495. 496. 497. 498. 499. 500. 501. 502. 503. 504. 505. 506. 507. 508. 509. 510. 511. Usefulness of Technology to Assist Shopping....................................... 620 Value (Economic)................................................................................ Value (Emotional)............................................................................... Value (Offer) ...................................................................................... Value (Offer) ...................................................................................... Value (Product)................................................................................... Value (Quality).................................................................................... Value (Social)...................................................................................... Value (Transaction Enjoyment)............................................................ Value (Travel Effort)............................................................................ Value Consciousness ......................................................................... Values (Self) ...................................................................................... Values (Social).................................................................................... Variety Seeking Tendency................................................................... Verbal/Visual Processing Style ........................................................... Visualizing Ease ................................................................................ Volunteerism (Perceived Group Need).................................................. Volunteerism (Recognition).................................................................. Volunteerism (Social Approval Expectations)........................................ Vulnerability (Health) ......................................................................... Website Visit Intention........................................................................ Willingness To Be Tested (Health) ....................................................... Word-of-Mouth Intentions (Positive) .................................................... 621 622 623 624 625 627 628 629 630 631 633 635 636 637 640 641 642 643 644 645 646 647 Part Il: Advertising-Related Scales 512. 513. 514. 515. 516. 517. 518. 519. 520. 521. 522. 523. 524. 525. 526. 527. 528. 529. 530. 531. Absurdity of the Ad............................................................................. Ad Preference Index............................................................................ Ad Usage............................................................................................ Ad-Evoked Image (Spirited) ................................................................ Ad-Evoked Image (Successful)............................................................. Advertising Avoidance (Direct Mail)...................................................... Advertising Avoidance (Magazines)....................................................... Advertising Avoidance (Newspapers) ................................................... Advertising Avoidance (Radio).............................................................. Advertising Avoidance (Television) ....................................................... Advertising Avoidance (Television) ....................................................... Affective Response to Ad (Approval)...................................................... Affective Response to Ad (Disapproval)................................................. Affective Response to Ad (Negative Feelings)......................................... Affective Response to Ad (Overall)........................................................ Affective Response to Ad (Upbeat Feelings) .......................................... Affective Response to Ad (Warm Feelings)............................................. Agency Selection Criteria (Account Team)............................................ Agency Selection Criteria (Creative)...................................................... Agency Selection Criteria (Reputation)................................................. 651 652 653 654 655 656 657 658 659 660 661 662 663 664 667 669 672 674 675 676 xiv Marketing Scales Handbook Table of Contents 532. 533. 534. 535. 536. 537. 538. 539. 540. 541. 542. 543. 544. 545. 546. 547. 548. 549. 550. 551. 552. 553. 554. 555. 556. 557. 558. 559. 560. 561. 562. 563. 564. 565. 566. 567. 568. 569. 570. 571. 572. 573. 574. 575. 576. 577. Agency Selection Criteria (Resources).............................................. Agency Selection Criteria (Shared Purpose)..................................... Agency Selection Criteria (Strategic) ............................................... Attention to Sponsor's Promotion.................................................... Attention to the Advertisement........................................................ Attitude Toward Advertising ........................................................... Attitude Toward Advertising ........................................................... Attitude Toward Advertising ........................................................... Attitude Toward Advertising ........................................................... Attitude Toward Advertising (Credibility)......................................... Attitude Toward Advertising (Disbelief)........................................... Attitude Toward Advertising (Entertaining)..................................... Attitude Toward Advertising (Informative) ...................................... Attitude Toward Advertising (Informative) ...................................... Attitude Toward Advertising (Irritating)........................................... Attitude Toward Advertising (Negative) ........................................... Attitude Toward Advertising (Portrayal of Homosexuals)................ Attitude Toward Advertising (Usefulness) ....................................... Attitude Toward Advertising (Usefulness) ....................................... Attitude Toward Direct Marketing................................................... Attitude Toward the Ad (Activity Judgments) ................................. Attitude Toward the Ad (Affective) .................................................. Attitude Toward the Ad (Cognitive) ................................................. Attitude Toward the Ad (Cognitive) ................................................. Attitude Toward the Ad (Cognitive) ................................................. Attitude Toward the Ad (Comprehension)........................................ Attitude Toward the Ad (Evaluative Judgments) ............................ Attitude Toward the Ad (Gentleness) .............................................. Attitude Toward the Ad (Happiness) ............................................... Attitude Toward the Ad (Message) .................................................. Attitude Toward the Ad (Overall) .................................................... Attitude Toward the Ad (Overall) .................................................... Attitude Toward the Ad (Overall) .................................................... Attitude Toward the Ad (Peacefulness)............................................ Attitude Toward the Ad (Pride) ....................................................... Attitude Toward the Ad (Warmth).................................................... Attitude Toward the Advertiser ....................................................... Attitude Toward the Banner Ad....................................................... Attitude Toward the Brand in the Ad.............................................. Attitude Toward the Commercial .................................................... Attitude Toward the Endorser......................................................... Attitude Toward the Infomercial...................................................... Attitude Toward the Manufacturer (Responsible)............................ Attitude Toward the Manufacturer (Trust)...................................... Attitude Toward the Spokesperson (Likeability).............................. Attitude Toward the Spokesperson (Similarity) .............................. 677 678 679 680 681 683 684 686 687 688 689 690 691 692 693 694 695 696 697 698 699 701 704 708 710 711 712 714 716 717 718 729 730 731 732 733 734 735 736 737 738 739 740 741 742 743 Marketing Scales Handbook xv Table of Contents 578. 579. 580. 581. 582. 583. 584. 585. 586. 587. 588. 589. 590. 591. 592. 593. 594. 595. 596. 597. 598. 599. 600. 601. 602. 603. 604. 605. 606. 607. 608. 609. 610. 611. 612. 613. 614. 615. 616. 617. 618. 619. 620. 621. 622. 623. Attitude Toward TV Advertising...................................................... Attitude Toward TV Advertising (Skepticism) ................................. Attitude Toward TV Advertising Aimed at Children ....................... Attitude Toward TV Advertising Aimed at Children ....................... Attitude Toward Use of English in a Commercial............................ Attitude Toward Web Advertising.................................................... Beauty (Advertising Model).............................................................. Believability of the Information....................................................... Brand Advertising Intensity............................................................ Celebrity Endorser (Credibility)....................................................... Celebrity Endorser (Expertise)........................................................ Celebrity Endorser (Match-Up)........................................................ Child's Understanding of Advertising Practices.............................. Client Conflict With Agency ............................................................ Client Role Ambiguity (Goal Clarity) ............................................... Client Role Ambiguity (Process Clarity)........................................... Client Satisfaction (Agency Performance)........................................ Client Satisfaction (Personal Relationships).................................... Client Tension With Agency............................................................. Community Image Importance........................................................ Comparison With Advertising Model .............................................. Consistency of Thoughts and Ad..................................................... Contextual Detail in Ads (Visual).................................................... Creativity (Advertisement) ............................................................ .. Credibility ....................................................................................... Direct Mail Usage (Retailer)............................................................. Ease of Measurement...................................................................... Effectiveness (Product's Impact on Model's Beauty)....................... Effectiveness of the Ad.................................................................... Elaboration...................................................................................... Fit (Ad/Object)................................................................................. Fit (Brand/Endorser)....................................................................... Fit (Model/Consumer)..................................................................... Goal Congruence (Agency/Firm)..................................................... Helpfulness of the Ad...................................................................... Importance of Advertising............................................................... Importance of Payment Information................................................ Importance of Testimonials ............................................................ Interest in Product (Prior to Ad Exposure)...................................... Intergenerational Communication (Promotion-Related).................. Involvement (Ad Message) .............................................................. Involvement (Ad Message) .............................................................. Involvement (Ad Message) .............................................................. Involvement (Ad Message) .............................................................. Involvement (Ad Message) .............................................................. Involvement (Brand Response)........................................................ 744 746 747 748 749 750 751 752 753 754 755 756 757 758 759 760 761 762 763 764 765 766 767 768 770 774 775 776 777 778 779 780 781 782 783 784 785 786 787 788 790 791 792 793 794 795 xvi Marketing Scales Handbook Table of Contents 624. 625. 626. 627. 628. 629. 630. 631. 632. 633. 634. 635. 636. 637. 638. 639. 640. 641. 642. 643. 644. 645. 646. 647. 648. 649. 650. 651. 652. 653. 654. Irritation With Commercials.............................................................. Mood Evoked by Ad........................................................................... New Product Attributes (Learning Costs).......................................... New Product Attributes (Value Added).............................................. Normalcy........................................................................................... Persuasiveness of the Ad (Cognitive Change).................................... Persuasiveness of the Information.................................................... Post-Exposure Elaboration................................................................ Product Information Content ........................................................... Product Placement (General)............................................................. Product Placement (Preference)......................................................... Product Placement (Restriction) ....................................................... Quality (Ad Stimulus Production)..................................................... Quality (Advertised Product) ............................................................ Quality (Advertised Product) ............................................................ Relevance of the Information............................................................. Risk of Purchase .............................................................................. Romance Between Couple in Ad........................................................ Standard of Living (Comparison with Typical TV Family) ................ TV Programming (Broadcasters' Responsibilities) ............................ TV Programming (Need For Government Regulation) ....................... TV Programming (Need For Independent Regulation)....................... TV Viewing (Child's Verbal Interaction with Mother)........................ TV Viewing (Child's View of Mother's Control).................................. TV Viewing (Child's View of Mother's Opinion).................................. TV Viewing (Frequency) .................................................................... TV Viewing (Parents' Responsibilities)............................................... TV Viewing (Time Spent)................................................................... Typicality (Commercial)..................................................................... Visual Imaging.................................................................................. Vividness of the Ad............................................................................ 796 797 798 799 800 801 802 803 804 805 806 807 808 809 810 811 812 813 814 815 816 817 818 819 820 821 822 823 824 825 826 Reading List for Scale Development and Use................................... 827 Author Index..................................................................................... 829 Subject Index.................................................................................... 840

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Koha 18.11 - INSEAD Catalogue
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