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.
sharing
How much a person tries to help others and wants to do things to make them happy is measured with four, seven-point Likert-type items.
How much a person believes it would be enjoyable to post online regarding a particular product is measured with three, seven-point items.
The scale has three, seven-point items that measure the degree to which a person has shared information with another person in order to help and prepare him/her for a particular “experience.”
The scale is composed of four, seven-point Likert-type items that measure a person’s interest and willingness to spread information about a particular product review to his/her Twitter followers. Another aspect mentioned in two of the items is the name of the person, potentially a celebrity, who endorsed the product.
With five, seven-point Likert-type items the scale measures the degree to which a person believes that expressing one's opinion to someone else about a brand provides insight into who one is and what is valued.
Three, seven-point Likert-type items compose the scale and measure a person's desire to help other people be more informed consumers by providing them with his/her opinion about a certain brand.
The degree to which a person believes that expressing his/her opinion about a certain brand to someone will help the relationship is measured with three, seven-point Likert-type items.
How familiar a person is with product sharing programs for a specific product category is measured with three, six-point Likert-type items.
How likely a person believes it is that he/she will choose a product sharing program rather than buying a certain product is measure with three, six-point items.
The scale uses three, six-point Likert-type items to measure the belief a person has that involvement in a product sharing system would be approved by his/her reference groups.
