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.
social
Using three, seven-point items, the scale measures the extent to which a viewer believes that a particular person in an advertisement belongs to an ethnic minority of the country.
Three, seven-point Likert-type items measure how much an object engages in behaviors that display human-like social cues. While the scale might be used with reference to people, the items are phrased for a device such as a computer or robot that has the appropriate "social" programming.
How much an individual with a particular illness believes that the sender of an email message is a person with the same illness or that it is an employee of a health care company is measured with four, seven-point items.
The scale uses three, seven-point Likert items to measure how much a person believes a particular brand is very expensive and for people considered to be rich.
Composed of three, seven-point Likert-type items, the scale measures how much a person who attended an event believes that the people there had high social status.
With answers to three questions, a person’s reported amount of education, household income, and type of occupation is used to measure his/her socioeconomic status.
Six, five-point Likert-type items measure the degree to which a consumer buys products that he/she considers to have status and can be used to impress others.
Four, seven-point Likert-type items are used to measure the degree to which a person believes that a particular brand will help farmers of a certain crop in developing nations have better working and business conditions.
This scale has three, seven-point items that measure the degree to which a viewer believes that a particular person in an advertisement belongs to a religious minority in the country.
Composed of four, seven-point items, the scale measures how much a person spends time with other members of a religious organization, enjoys it, and contributes to it.
