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.
Variety-Seeking Tendency (Brands)
This three-item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.
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