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.
personality
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
How much a person describes another person as a friend who is likable and fun to be around is measured with four, five-point Likert-type items.
A person’s belief that he/she is lucky and frequently experiences it is measured with five, seven-point Likert-type items.
The scale has four, seven-point Likert-type items that measure the amount of competition one feels there is between his/her self-identities. The particular identities referred to in the sentences are ideal and ought.
The link between two of one’s self-identities is measured with four, seven-point Likert-type items. The particular identities referred to in the sentences are ideal and ought.
The degree to which a consumer views a particular possession of his/hers as an extension of self is measured with six, seven-point Likert-like items.
Seven, seven-point Likert-type items measure a person’s tendency to view one’s choices and behavior to be a strong indication of his/her personality.
Five, seven-point Likert-type items are used in this scale to measure how much a person believes he/she would be communicating self-identity to others if posts about products were made at a particular social media site.
Three, seven-point items measure how much a consumer identifies with a brand and feels connected to it.
The desire to engage in outdoor sports and other activities that involve speed or danger is measured with fourteen, five-point Likert-type items.
