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.
proximity
The extent to which a consumer did not see space between packages arranged together such as in an ad or on a display is measured with three, seven-point Likert items.
The extent to which a person feels that an object is close to one’s self rather than far away is measured using four, seven-point items.
How long a person felt a period of time was when waiting for something to happen is measured with three, nine-point semantic-differentials.
With three, 101-point items, the purpose of the scale is to measure how far into the future a certain health problem is believed to be.
The extent to which a person would actively avoid interacting with others if he/she were in a certain physical environment is measured with three, seven-point items.
Using four, nine-point items, the scale measures the degree to which a consumer considers a retailer to be close and tangible rather than distant and abstract. As an example of the construct, a retailer that only has a website would likely be viewed by consumers as more psychologically distant than a brick-and-mortar store that is physically close to them.
The degree to which a person believes that an event will occur in the distant future rather than very soon is measured with three, seven-point semantic differentials.
The scale uses three items to measure the degree to which a person is very sensitive of his/her contextual environment. Given the way the statements are currently phrased, the scale is more a state vs. trait measure.
The perceived time frame for some event is measured in this scale using three, seven-point semantic differentials.
The scale is composed of six items that are intended to measure the extent to which a person views two objects as having a human-like quality and, in particular, being a pair in some way. Aggarwal and McGill (2007) used the scale with beverage bottles.
