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.
diet
Three items are used to measure how much a person is concerned about his/her body weight and, because of that, diets frequently.
Nine items are used to measure how much a person engages in eating-related behaviors meant to control one’s weight.
A person's belief that he/she has the ability to adhere to specific dietary guidelines is measured with three, seven-point Likert-type items.
The extent to which people regulate their food intake to maintain or lose weight is measured with ten items.
Three, seven-point items are used to measure the degree to which a person was thinking about the immediate health-related consequences of using the product featured in the ad he/she was watching.
The scale has three, seven-point items that measure the extent to which a person reports that he/she was thinking about the long-term health-related consequences of using the product featured in an ad just watched.
The degree to which a person believes that he/she will suffer physically if he/she has unhealthy eating patterns is measured with three, seven-point Likert-type items.
Three, seven-point Likert-type items measure a person's belief that adhering to particular nutritional guidelines will effectively reduce harmful effects on one's health.
The level of knowledge and personal experience a person reports having with dieting is measured in this scale using ten items with a seven-point response format.
Four, six-point items are used in the scale to measure how often a person engages in dietary control behaviors, particularly those that limit the intake of calories, sugar, and fat.
