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.
venturesomeness
The desire to engage in outdoor sports and other activities that involve speed or danger is measured with fourteen, five-point Likert-type items.
A consumer’s enjoyment of shopping for a variety of related reasons (adventure, novelty, curiosity) is measured with five, five-point Likert-type items.
Five, seven-point Likert-type items compose the scale and measure one’s tendency to make decisions and to buy impulsively with regard to a specific good or service.
A consumer’s general tendency to make purchases without planning and control is measured with six items.
How much a person expects that some particular experiences would provide the opportunity to explore what is new in a product category is measured with three, nine-point items. The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.
The ten, seven-point Likert-type items in this scale measure the degree of interest a consumer has in knowing about new high-tech products as well as the desire to be among the first to buy them.
Six personality characteristics stereotypically associated with men are used in this scale to describe a brand.
The degree to which a person expresses a desire to avoid taking risks is measured in this three-item Likert-type scale.
This four-item, six-point Likert-type scale is supposed to measure the degree to which a person views a specified activity or experience as being novel and arousing curiosity. This scale was called arousal by Unger (1981; Unger and Kernan 1983) and the activity investigated was subjective leisure. In the study by Guiry, Mägi, and Lutz (2006) the activity was recreational shopping.
This four-item, six-point Likert-type scale is supposed to measure the degree to which a person feels he/she has been challenged but prevailed in a situation.
