The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
behavioral
How much a person wants something rewarding as soon as possible is measured in this scale with ten, seven-point Likert-type items.
Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with a vlogger (video blogger) and thinks of that media personality as a friend.
How much a person prefers not to make decisions related to a certain domain is measured with three, seven-point Likert-type items.
With five items, the scale measures a person’s sensitivity to the threat of illness and the transmission of disease with respect to a variety of specific objects and situations.
Four, seven-point items are used to measure the motivation a person has to be free to make his/her own choices and not be controlled.
Six, seven-point Likert-type items measure a person’s resistance to norms and influence from others.
The degree to which a person states that he/she is likely to consume alcohol in the next year is measured with three, five-point items.
This scale uses five, seven-point items to measure a person’s belief in his/her ability to operate manual and automatic transmission automobiles. (Two items refer to driving a manual transmission vehicle while the other three items are relevant for either type.)
Nine, four-point items are used to measure how much a person engages in self-examination and introspection.
The motivation a person has to feel talented and able to perform well is measured with four, seven-point items.
