By William O. Bearden

ISBN-10: 1412980186

ISBN-13: 9781412980180

The Handbook of selling Scales, 3rd Edition, represents a transparent and elementary choice of multi-item, self-report measures constructed and regularly utilized in purchaser habit and advertising and marketing examine.

Key Features

  • More than a hundred and fifty scales are incorporated within the guide. Many scales have been initially released in advertising and client journals, and together with them in a single quantity is helping decrease the time it takes researchers to find tools for survey learn.
  • More than 70 new scales were further to the 3rd Edition. New scales have been chosen dependent upon real utilization and citations by way of researchers in articles the place an enormous aim used to be scale development.
  • Each scale is prefaced via an identical information. information are supplied of build, description, improvement, samples, validity, ratings, resources, references, and different evidence.
  • The ebook features a variety of measures which have been utilized in a number of studies. the amount serves as a consultant to the literature and will spur additional refinement of latest measures when it comes to merchandise relief, dimensionality, reliability, and validity.

This Handbook additionally goals to aid establish components the place measures are wanted, therefore encouraging extra improvement of legitimate measures of client habit and advertising constructs.

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Extra resources for Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research

Sample text

The results indicate that “some products and brands appear to express either compliant, aggressive, or detached responses to life” (Cohen 1967, p. 277). Some of the specific findings include the following: High aggressives exhibited differential brand preferences for deodorant, beer, and dress shirts. Both high and low aggressive and high and low detached students differed in their television viewing preferences. Scores: Cohen (1967) reports a series of mean scores for each factor. However, in his Appendix, it is noted that “Studies reported in this article have used an earlier 4-point response format” (Cohen 1967, p.

I find that writing is very difficult, even if it’s just writing a letter to a friend, because it’s so hard to word things just right. I often do several drafts of even simple things. High Standards 1. * 2. * 3. Whenever I’m faced with a choice, I try to imagine what all the other possibilities are, even ones that aren’t present at the moment. Notes: *indicates items included in the recommended six-item, shortened Maximization Scale. Responses are based on a 7-point Likert-type scale where 1 = completely disagree and 7 = completely agree.

Traditional values are important to me. 8. Persistence is important to me. Notes: Items 1, 3, 4, and 7 reflect tradition aspects of LTO, while items 2, 5, 6, and 8 reflect the planning dimension of LTO. Participants rated agreement with the statements using seven-point, bipolar, agree–disagree scales. Chapter 2 Traits and Individual Difference Variables 29 Maximization (Schwartz et al. 2002; Nenkov et al. 2008) Construct: While humans have been viewed as trying to maximize or optimize outcomes in any given decision scenario, the complexities of life and the limitations of information processing make maximization unattainable.

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Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research by William O. Bearden


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