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.
values
Four, eight-point items measure the importance a person places on protecting the ecosystem and living in harmony with it.
The importance a person places on hard work to attain financial rewards and social power is measured with five, eight-point items.
The degree to which a person believes that, in general, one person’s good outcomes come at the expense of another person is measured with six, 10-point Likert-type items.
Four, nine-point items measure how positive a person feels about a brand and how well it represents the ideal values one has for his/her country.
With seven items, the scale measures the extent to which a person generally believes that people get what they deserve in life because “the world” is fair.
The scale uses six, seven-point Likert-type items to measure a person’s general belief that having money is necessary in order to have a happy life and this "need" is not just true of the respondent; all people need money.
With five, seven-point Likert-type items, the scale measures the extent to which a consumer’s decision to buy a certain brand was heavily determined by personal values and the motivation to make a political statement.
The scale has three, seven-point items that measure the extent to which a person believes at a particular point in time that social equality is important.
Three, seven-point Likert-type items measure a person’s belief that his/her fate is not fixed but, instead, can be changed.
A person's desire for the expression of his/her opinion about a certain brand to help someone learn the values of society is measured using four, seven-point Likert-type items.
