Marketing scales handbook : a compilation of multi-item measures / Gordon C. Bruner II, Paul J. Hensel
Chicago, Ill., USA : American Marketing Association, c1992-c2005
Ref Desk HF5415.3 .B785 1992 v.4
Scale No. Part I: Consumer-Related Scales .................................................... Page No.
1 Acceptability of Choice Alternatives .................................................................... 3
2 Affective Response (General) ............................................................................. 4
3 Affective Response (Negative) ........................................................................... 5
4 Affective Response (Negative) ........................................................................... 6
5 Affective Response (Positive) ............................................................................. 9
6 Affective Response (Positive) ........................................................................... 11
7 Affective Response to Brand .............................................................................. 14
8 Agreement Response Tendency ....................................................................... 15
9 Animosity (Economic) ......................................................................................... 17
10 Animosity (War) ................................................................................................... 18
11 Anxiety (With Computers) ................................................................................... 19
12 Approach-Avoidance (Retail Environment) ..................................................... 20
13 Arousal ................................................................................................................. 21
14 Arousal Avoidance ............................................................................................. 23
15 Attitude Toward a Theater's Facilities ............................................................. 25
16 Attitude Toward Activities (Adventurous) ......................................................... 26
17 Attitude Toward Activities (Social Status) ....................................................... 27
18 Attitude Toward Charitable Organizations ....................................................... 28
19 Attitude Toward Children's TV Programming ................................................. 29
20 Attitude Toward Complaining (Personal Norms) ............................................ 30
21 Attitude Toward Coupons .................................................................................. 32
22 Attitude Toward Elicitation Method ................................................................... 33
23 Attitude Toward Helping Others ........................................................................ 34
24 Attitude Toward Homosexuality ......................................................................... 35
25 Attitude Toward NUTRITION FACTS Label .................................................... 36
26 Attitude Toward Private Label Brands .............................................................. 37
27 Attitude Toward Product Price ........................................................................... 38
28 Attitude Toward Sweepstakes .......................................................................... 39
29 Attitude Toward the Act .................................................................................... 40
30 Attitude Toward the Act (Consuming a Food Item) ....................................... 43
31 Attitude Toward the Brand ................................................................................ 44
32 Attitude Toward the Brand & Product Category ............................................. 45
33 Attitude Toward the Brand (Beer) ..................................................................... 47
34 Attitude Toward the Brand (Child's Hedonic) ................................................. 48
35 Attitude Toward the Brand (Child's Utilitarian) ............................................... 49
36 Attitude Toward the Brand (Usage Benefits) ................................................. 50
37 Attitude Toward the Brand Name .................................................................... 51
38 Attitude Toward the Brand Name .................................................................... 52
39 Attitude Toward the Company ......................................................................... 53
40 Attitude Toward the Company ......................................................................... 54
41 Attitude Toward the Company (Social Responsibility) .................................. 55
42 Attitude Toward the Innovation .......................................................................... 56
43 Attitude Toward the Mall (Ambience) .............................................................. 57
44 Attitude Toward the Mall (Design) ................................................................... 58
45 Attitude Toward the Mall (Exciting) .................................................................. 59
46 Attitude Toward the Mall (Layout) ..................................................................... 60
47 Attitude Toward the Mall (Variety) .................................................................... 61
48 Attitude Toward the Movie (Action) .................................................................. 62
49 Attitude Toward the Movie (Extrinsic Cues) .................................................... 63
50 Attitude Toward the Movie (Intrinsic Cues) ..................................................... 64
51 Attitude Toward the Movie (Story) ................................................................... 65
52 Attitude Toward the Object (Interesting) .......................................................... 66
53 Attitude Toward the Object (Likeability) .......................................................... 67
54 Attitude Toward the Offer .................................................................................. 68
55 Attitude Toward the Product (Beauty Enhancement) .................................... 69
56 Attitude Toward the Product (Digital Camera) ............................................... 70
57 Attitude Toward the Product (Food) ................................................................ 72
58 Attitude Toward the Product (High Tech) ........................................................ 73
59 Attitude Toward the Product/Brand (Semantic Differential) ......................... 75
60 Attitude Toward the Brand ................................................................................ 88
61 Attitude Toward the Product/Brand ................................................................. 90
62 Attitude Toward the Sales Promotion (Convenience) ................................... 91
63 Attitude Toward the Sales Promotion (Entertainment) ................................... 92
64 Attitude Toward the Sales Promotion (Exploration) ...................................... 93
65 Attitude Toward the Sales Promotion (Overall) ............................................... 94
66 Attitude Toward the Sales Promotion (Pride) ................................................ 95
67 Attitude Toward the Sales Promotion (Quality) ............................................... 96
68 Attitude Toward the Sales Promotion (Savings) ............................................ 97
69 Attitude Toward the Service Provider ............................................................. 98
70 Attitude Toward the Service Provider ............................................................. 99
71 Attitude Toward the Sponsor ......................................................................... 100
72 Attitude Toward the Sport (Adventurous) ..................................................... 101
73 Attitude Toward the Sport (Curiosity-Arousing) ........................................... 102
74 Attitude Toward the Sport (Social Status) .................................................... 103
75 Attitude Toward the Sport (Thrilling) .............................................................. 104
76 Attitude Toward the Task ................................................................................ 105
77 Attitude Toward the Website (Affect) ............................................................ 106
78 Attitude Toward the Website (Economic Value) ......................................... 107
79 Attitude Toward the Website (Entertaining) ................................................. 108
80 Attitude Toward the Website (Entertaining) ................................................. 109
81 Attitude Toward the Website (Escapism) .................................................... 110
82 Attitude Toward the Website (General) ........................................................ 111
83 Attitude Toward the Website (General) ........................................................ 112
84 Attitude Toward the Website (General) ........................................................ 113
85 Attitude Toward the Website (Informative) ................................................... 114
86 Attitude Toward the Website (Organized) ..................................................... 115
87 Attitude Toward the Website (Quality) .......................................................... 116
88 Attitude Toward the Website (Shopping Efficiency) ................................... 117
89 Attitude Toward the Website (Trust) .............................................................. 118
90 Attitude Toward the Website (Visual Appeal) ............................................... 119
91 Balanced Inventory of Desirable Responding .............................................. 120
92 Behavioral Intention ......................................................................................... 123
93 Behavioral Intention ......................................................................................... 127
94 Bored ................................................................................................................ 128
95 Boycott Issue Importance ............................................................................... 129
96 Boycott Likelihood ........................................................................................... 130
97 Brand Belief ...................................................................................................... 131
98 Brand Consciousness .................................................................................... 132
99 Brand Distinctiveness ..................................................................................... 133
100 Brand Equity .................................................................................................... 134
101 Brand Extension Fit ........................................................................................ 135
102 Brand Extension Fit ........................................................................................ 136
103 Brand Extension Fit ........................................................................................ 137
104 Brand Extension Fit (Usage-Based) ............................................................. 138
105 Brand Parity ..................................................................................................... 139
106 Brand Personality (Competence) ................................................................... 140
107 Brand Personality (Excitement) ...................................................................... 141
108 Brand Personality (Ruggedness) .................................................................. 143
109 Brand Personality (Sincerity) ......................................................................... 144
110 Brand Personality (Sophistication) ................................................................ 145
111 Brand Superiority ............................................................................................. 146
112 Browsing ........................................................................................................... 148
113 Calmness .......................................................................................................... 149
114 Cause Marketing (Commitment by Business) .............................................. 150
115 Cause Marketing (Congruency with Business) ............................................ 151
116 Cause Marketing (Resources Expended by Business) ............................... 152
117 Change Seeking ............................................................................................. 153
118 Commercial Friendship Perception .............................................................. 155
119 Commercial Friendship Perception .............................................................. 157
120 Commitment (Brand) ...................................................................................... 158
121 Commitment (Brand) ....................................................................................... 159
122 Commitment (Information Complexity) .......................................................... 160
123 Commitment (Position Involvement) .............................................................. 161
124 Commitment (Resistance to Change) ............................................................ 162
125 Commitment (Volitional Choice) .................................................................... 163
126 Commitment to a Theater ............................................................................... 164
127 Commitment to Retailer .................................................................................. 165
128 Commitment to Service Provider ................................................................... 166
129 Commitment to Service Provider ................................................................... 167
130 Commitment to Service Provider ................................................................... 168
131 Communication Avoidance (Parent/Child) .................................................... 169
132 Communication Effectiveness with Service Provider .................................. 170
133 Communication Encouragement (Parent/Child) ........................................... 171
134 Competence of Service Provider ................................................................... 172
135 Compulsive Buying .......................................................................................... 173
136 Conformity Motivation (ATCSI) ........................................................................ 175
137 Conformity Motivation (Consumption) ............................................................ 177
138 Congruency (Beliefs/Information) ................................................................... 178
139 Consumer Activism .......................................................................................... 179
140 Consumer Skills Development (Child's) ........................................................ 180
141 Convenience of Technology Assisted Shopping ........................................... 181
142 Corporate Social Responsibility (Company Ability) ..................................... 182
143 Corporate Social Responsibility (Personal Support) ................................... 183
144 Country-of-Origin Product Image (General) .................................................. 184
145 Country-of-Origin Product Purchase Intention ............................................... 185
146 Coviewing TV (Parent/Child) .......................................................................... 186
147 Crime Estimates .............................................................................................. 187
148 Cultural Orientation (Horizontal Collectivism) ................................................ 189
149 Cultural Orientation (Horizontal Individualism) .............................................. 190
150 Cultural Orientation (Vertical Collectivism) .................................................... 191
151 Cultural Orientation (Vertical Individualism) .................................................. 192
152 Decision Basis (Head Vs. Heart) .................................................................... 193
153 Decision-Making Style .................................................................................... 194
154 Desire for Friendship with Service Provider .................................................. 195
155 Disconfirmation Sensitivity .............................................................................. 196
156 Distribution Intensity ......................................................................................... 197
157 Ease of Use ...................................................................................................... 198
158 Ease of Use (Technology Assisted Shopping) .............................................. 199
159 Embarrassment ................................................................................................. 200
160 Environmentalism ............................................................................................. 201
161 Environmentalism ............................................................................................. 203
162 Ethnic Identification (Affirmation and Belonging) .......................................... 205
163 Ethnocentrism (CETSCALE) .......................................................................... 206
164 Event/Product Congruence (Functional) ........................................................ 209
165 Event/Product Congruence (Image) ............................................................... 210
166 Event/Sponsor Congruence ............................................................................ 211
167 Exploratory Consumer Tendencies .............................................................. 212
168 Familiarity (Brand) .......................................................................................... 215
169 Familiarity (Object) ........................................................................................... 216
170 Familiarity (Product Category & Brand) ....................................................... 217
171 Family Communication (Concept-Oriented, Child's View) ......................... 218
172 Family Communication (Concept-Oriented, Parent's View) ...................... 219
173 Family Communication (Socio-Oriented, Child's View) .............................. 221
174 Family Communication (Socio-Oriented, Parent's View) .......................... 222
175 Financial Pressure (Specific Shopping Trip) ............................................... 224
176 Friendliness ...................................................................................................... 225
177 Frugality ............................................................................................................ 226
178 Goal Similarity (Brand/Ideals) ........................................................................ 227
179 Goal Similarity (Product Category/Ideals) .................................................... 228
180 Health Behaviors (Preventive) ........................................................................ 229
181 Health Club Beliefs ......................................................................................... 231
182 Health Consciousness ................................................................................... 232
183 Health Knowledge ............................................................................................ 233
184 Health Motivation .............................................................................................. 234
185 Health Value .................................................................................................... 236
186 Homophily ......................................................................................................... 237
187 Impulse Buying (Product Specific) ................................................................ 238
188 Impulse Buying (Trip Specific) ........................................................................ 239
189 Impulse Buying Tendency ............................................................................... 240
190 Impulse Buying Tendency .............................................................................. 242
191 Impulsivity .......................................................................................................... 243
192 Independence (Child from Parent) ................................................................ 244
193 Independence/Interdependence .................................................................... 245
194 Indexicality (Corporal) ..................................................................................... 248
195 Indexicality (Temporal) .................................................................................... 249
196 Innovativeness (General) ................................................................................ 250
197 Innovativeness (Product Purchase) ............................................................... 251
198 Innovativeness (Product Specific) ................................................................. 252
199 Intention to Support a Theater ........................................................................ 253
200 Intergenerational Communication (Preferences) ......................................... 254
201 Intergenerational Communication (Skills) ..................................................... 256
202 Internet Services Adoption (Financial & Information) ................................... 258
203 Internet Services Adoption (Infotainment) ..................................................... 259
204 Internet Services Adoption (Ordering) ........................................................... 260
205 Internet Shopping (Convenience) ................................................................... 261
206 Internet Shopping (Site Design) ................................................................... 262
207 Internet Shopping Experience ....................................................................... 263
208 Internet Usage (Economic Motivation) .......................................................... 264
209 Internet Usage (Entertainment Motivation) ................................................... 265
210 Internet Usage (Escape Motivation) .............................................................. 266
211 Internet Usage (Escape Motivation) .............................................................. 268
212 Internet Usage (Financial Security Concerns) ............................................. 269
213 Internet Usage (Information Motivation) ......................................................... 270
214 Internet Usage (Information Motivation) ........................................................ 271
215 Internet Usage (Interactive Control Motivation) ............................................. 272
216 Internet Usage (Privacy Concerns) ............................................................... 273
217 Internet Usage (Privacy Concerns) ................................................................ 274
218 Internet Usage (Socialization Motivation) .................................................... 276
219 Internet Usage Intention (Information) ........................................................... 277
220 Internet Usage Intention (Purchase) .............................................................. 278
221 Involvement (Brand) ........................................................................................ 279
222 Involvement (Cents-Off Offers) ...................................................................... 280
223 Involvement (Coupons) ................................................................................... 282
224 Involvement (Ego with Service Provider) ....................................................... 284
225 Involvement (End-of-Aisle Displays) ............................................................. 285
226 Involvement (Enduring) ................................................................................... 287
227 Involvement (Event) ......................................................................................... 291
228 Involvement (Movie Watching) ........................................................................ 292
229 Involvement (Online Services) ....................................................................... 293
230 Involvement (Premiums) .................................................................................. 294
231 Involvement (Product Class) .......................................................................... 296
232 Involvement (Product Class) .......................................................................... 298
233 Involvement (Product) ..................................................................................... 299
234 Involvement (Promotional Games) ................................................................ 300
235 Involvement (Purchase of Bank Services) ................................................... 302
236 Involvement (Rebates) .................................................................................... 303
237 Involvement (Sales Promotion Deals) .......................................................... 305
238 Involvement (Sales) ........................................................................................ 307
239 Involvement (Situational) ................................................................................ 309
240 Involvement (Special Possession) ................................................................ 311
241 Involvement (Study) ......................................................................................... 312
242 Involvement (Two-For-One Deals) ................................................................ 313
243 Justice (Accessibility) ..................................................................................... 315
244 Justice (Decision Control) ............................................................................. 316
245 Justice (Distributive) ........................................................................................ 317
246 Justice (Effort) .................................................................................................. 318
247 Justice (Empathy) ........................................................................................... 319
248 Justice (Explanation) ...................................................................................... 320
249 Justice (Flexibility) .......................................................................................... 321
250 Justice (Honesty) ............................................................................................ 322
251 Justice (Interactional) ..................................................................................... 323
252 Justice (Politeness) .......................................................................................... 324
253 Justice (Process Control) .............................................................................. 325
254 Justice (Speed) .............................................................................................. 326
255 Knowledge (Cars) .......................................................................................... 327
256 Knowledge (Cars) .......................................................................................... 329
257 Knowledge (Marketplace) ............................................................................. 331
258 Knowledge (Product Classes) ...................................................................... 332
259 Knowledge (Product Classes) ....................................................................... 333
260 Knowledge (Product) ...................................................................................... 334
261 Language Proficiency ..................................................................................... 335
262 Legitimation ...................................................................................................... 337
263 Loyalty (Active) ................................................................................................. 338
264 Loyalty (Brand) ................................................................................................ 339
265 Loyalty (Passive) ............................................................................................. 340
266 Loyalty (Product) ............................................................................................. 341
267 Loyalty (Store) ................................................................................................. 342
268 Loyalty (Store) ................................................................................................. 343
269 Loyalty (Store) ................................................................................................. 344
270 Loyalty (Store) ................................................................................................. 345
271 Loyalty Intentions (Supermarket Merchandise) ............................................ 346
272 Loyalty Proneness (Brand) ............................................................................. 347
273 Loyalty Proneness (Product) .......................................................................... 348
274 Loyalty Proneness (Retail) ............................................................................. 349
275 Market Maven ................................................................................................... 350
276 Marketplace Activism (Direct) ....................................................................... 351
277 Materialism ....................................................................................................... 352
278 Mood (Global) .................................................................................................. 353
279 Mood (Global) .................................................................................................. 355
280 National Brand Promotion Usage (In-Store) ................................................. 356
281 National Brand Promotion Usage (Out-of-Store) ......................................... 357
282 Navigation of Technology Assisted Shopping ............................................. 358
283 Need for Cognition .......................................................................................... 359
284 Need For Evaluation ....................................................................................... 362
285 Need for Unique Products .............................................................................. 364
286 Need for Uniqueness (Consumer's) ............................................................... 365
287 Need for Uniqueness (General) ..................................................................... 367
288 Nostalgia Proneness ...................................................................................... 370
289 Nurturance (Parental) ...................................................................................... 371
290 Nutrition Information Interest ............................................................................ 373
291 Nutrition Information Usage ............................................................................ 374
292 Nutrition Information Usage ............................................................................ 375
293 Nutrition Knowledge (Objective) ..................................................................... 376
294 Nutrition Knowledge (Subjective) ................................................................... 380
295 Obedience Expectations For Kids at School .............................................. 381
296 Occupation Estimates ..................................................................................... 383
297 Opinion Leadership (Domain Specific) ......................................................... 385
298 Outshopping .................................................................................................... 388
299 Parent-Adolescent Communication (Openness) ......................................... 389
300 Parent-Adolescent Communication (Problems) .......................................... 391
301 Parental Exclusion of Outside Influences ...................................................... 393
302 Parental Style (Authoritarian) .......................................................................... 394
303 Parental Style (Protective) ............................................................................. 396
304 Parental Style (Strict) ....................................................................................... 397
305 Perfectionism ................................................................................................... 398
306 Performance Expectations (Prepurchase) .................................................... 399
307 Performance Perceptions (Postpurchase) ................................................... 400
308 Pleasantness .................................................................................................... 401
309 Pleasantness .................................................................................................... 403
310 Pleasure ............................................................................................................ 405
311 Prestige Importance ......................................................................................... 408
312 Prestigiousness ............................................................................................... 409
313 Price (Internal Reference) ................................................................................ 410
314 Price (Product) ................................................................................................. 411
315 Price Consciousness ...................................................................................... 412
316 Price Consciousness ...................................................................................... 414
317 Price Consciousness ...................................................................................... 415
318 Price Consciousness ...................................................................................... 417
319 Price Dealing Intensity ..................................................................................... 418
320 Price Perceptions (Postpurchase) .................................................................. 419
321 Price Perceptions (Prepurchase) .................................................................. 420
322 Price Prominence ............................................................................................ 421
323 Price-Quality Relationship ............................................................................... 423
324 Prices (Store) ................................................................................................... 424
325 Problem Solving Capacity (Beauty Product) ................................................ 425
326 Product Information Relevancy ....................................................................... 426
327 Product Innovativeness .................................................................................... 427
328 Program Liking ................................................................................................. 428
329 Purchase Communication (Parent-Adolescent) ............................................ 429
330 Purchase Communication (Peer) ................................................................... 431
331 Purchase Frequency (Product Specific) ........................................................ 432
332 Purchase Frequency (Store Brands) ............................................................. 433
333 Purchase Independence (Child from Parent) ................................................ 434
334 Purchase Influence (Child's) ............................................................................. 436
335 Purchase Intention ............................................................................................ 438
336 Purchase Intention ............................................................................................ 440
337 Purchase Intention ............................................................................................ 442
338 Purchase Intention ............................................................................................ 443
339 Purchase Intention ............................................................................................ 444
340 Purchase Intention (Product/Store) ................................................................. 445
341 Purchase Involvement (Cognitive) .................................................................. 446
342 Purchase Likelihood (Sponsor's Products) .................................................. 447
343 Purchase Likelihood (Upon Child's Request) ................................................ 448
344 Purchase Likelihood (With Child's Money) ................................................... 449
345 Purchase Norms (Sports Fans) ...................................................................... 450
346 Quality (Acting) .................................................................................................. 451
347 Quality (Environment) ....................................................................................... 452
348 Quality (Product) ............................................................................................... 453
349 Quality (Product) ............................................................................................... 455
350 Quality (Product) ............................................................................................... 456
351 Quality (Product) .............................................................................................. 457
352 Quality (Supermarket Merchandise) ............................................................. 458
353 Quality (TV Set) ................................................................................................ 459
354 Quality (Video Product) ................................................................................... 460
355 Quality Consciousness ................................................................................... 461
356 Racial Importance ...................................................................................... 462
357 Reality of Television Portrayals ..................................................................... 463
358 Refusal of Child's Purchase Requests (With Explanation) ............ 464
359 Refusal of Child's Purchase Requests (Without Explanation) ..... 465
360 Regret ............................................................................................................... 466
361 Relational Benefits (Confidence) ................................................................... 467
362 Relational Benefits (Functional) ..................................................................... 468
363 Relational Benefits (Social) ........................................................................... 469
364 Relational Benefits (Social) ........................................................................... 470
365 Relational Benefits (Social) ........................................................................... 471
366 Relational Benefits (Special Treatment) ........................................................ 472
367 Relationship Investment (Commercial Friendship) ...................................... 473
368 Relationship Investment (Overall) ................................................................... 474
369 Relationship Investment (Preferential Treatment) ........................................ 475
370 Relationship Investment (Tangible Rewards) ............................................... 476
371 Relative Prices (Supermarket Merchandise) ................................................ 477
372 Reliability of Theater Productions ................................................................. 478
373 Reliance on Internal Reference Price .................................................. 479
374 Repatronage Intention ............................................................................... 480
375 Response Difficulty ......................................................................................... 481
376 Restriction of TV Viewing ............................................................................... 482
377 Retailer's Institutional Action (Contribution to Community) ........... 483
378 Retailer's Institutional Action (Family Values) .................................. 484
379 Retailer's Institutional Action (Support for Country) ....................... 485
380 Retailer's Performative Action (Assortment) ................................................ 486
381 Retailer's Performative Action (Location) .................................................... 487
382 Retailer's Performative Action (Prices) ........................................................ 488
383 Risk (General) ................................................................................................. 489
384 Risk (General) ................................................................................................. 490
385 Risk Averseness ............................................................................................. 491
386 Risk Averseness ............................................................................................. 492
387 Role Overload .............................................................................................. 493
388 Sacrifice ........................................................................................................... 495
389 Satisfaction (Answering Questions) ............................................................... 496
390 Satisfaction (Anticipated) ............................................................................... 497
391 Satisfaction (Complaint Handling) ................................................................ 498
392 Satisfaction (Consumption) ............................................................................ 499
393 Satisfaction (Decision) .................................................................................... 500
394 Satisfaction (Emotional) .................................................................................. 501
395 Satisfaction (Evaluative) .................................................................................. 503
396 Satisfaction (General) ..................................................................................... 504
397 Satisfaction (General) ..................................................................................... 506
398 Satisfaction (General) ..................................................................................... 508
399 Satisfaction (Life) ............................................................................................ 509
400 Satisfaction (Performance) ............................................................................ 511
401 Satisfaction (Relationship) ............................................................................. 512
402 Satisfaction (Sales Process) ......................................................................... 513
403 Satisfaction (Service Dimensions) ............................................................... 514
404 Satisfaction (Service Provider's Location) ................................................... 515
405 Satisfaction (Service Provider's Personnel) ................................................ 516
406 Satisfaction (Service) ..................................................................................... 517
407 Satisfaction (Service) ..................................................................................... 518
408 Satisfaction (Service) ..................................................................................... 519
409 Satisfaction (Transaction Ease with Service Provider) .............................. 520
410 Search Intention (External) ............................................................................. 521
411 Self-Concept Clarity ........................................................................................ 522
412 Self-Confidence (Clothes Shopping) ............................................................. 524
413 Self-Confidence (Express Opinions) ............................................................ 525
414 Self-Confidence (Information Acquisition) .................................................... 526
415 Self-Confidence (Information Processing) .................................................... 527
416 Self-Confidence (Personal Outcomes) ......................................................... 528
417 Self-Confidence (Persuasion Knowledge) .................................................... 529
418 Self-Confidence (Product Selection) ............................................................ 530
419 Self-Confidence (Social Outcomes) ............................................................. 531
420 Self-Confidence (Task) .................................................................................. 532
421 Self-Efficacy (Health) ...................................................................................... 533
422 Self-Efficacy (Health) ...................................................................................... 534
423 Self-Esteem ..................................................................................................... 535
424 Self-Esteem ..................................................................................................... 537
425 Self-Esteem (State) ........................................................................................ 539
426 Self-Monitoring ................................................................................................ 541
427 Sensation Seeking ......................................................................................... 543
428 Service Quality (Ambience) ........................................................................... 547
429 Service Quality (Convenience Store) ............................................................ 548
430 Service Quality (Design) ................................................................................ 550
431 Service Quality (Employees' Attitudes) ......................................................... 551
432 Service Quality (Employees' Behaviors) ....................................................... 552
433 Service Quality (Employees' Expertise) ....................................................... 553
434 Service Quality (Encounter Specific) ............................................................. 554
435 Service Quality (Overall) ................................................................................. 555
436 Service Quality (Past Experiences) .............................................................. 556
437 Service Quality (Performance) ....................................................................... 557
438 Service Quality (Positive Experience) ........................................................... 559
439 Service Quality (Social Factors) .................................................................... 560
440 Service Quality (Supermarket) ...................................................................... 561
441 Service Quality (Tangibles) ............................................................................ 563
442 Service Quality (Waiting Time) ....................................................................... 564
443 Service Success Likelihood .......................................................................... 565
444 Shop With Children ......................................................................................... 566
445 Shopping Convenience .................................................................................. 567
446 Shopping Enjoyment ....................................................................................... 568
447 Shopping Enjoyment ....................................................................................... 569
448 Shopping Enjoyment (Grocery) ..................................................................... 570
449 Shopping Enjoyment (With Technology Assistance) .................................. 571
450 Shopping Intention .......................................................................................... 572
451 Shopping Smart ............................................................................................... 573
452 Shopping Value ............................................................................................... 574
453 Shopping Value (Hedonic) ............................................................................. 575
454 Shopping Value (Utilitarian) ............................................................................ 577
455 Sincerity (Salesperson) ................................................................................... 579
456 Sincerity (Sponsorship) ................................................................................... 580
457 Smoking-Related Beliefs (Poise) .................................................................. 581
458 Smoking-Related Beliefs (Popularity) .......................................................... 582
459 Smoking-Related Beliefs (Social Stature) .................................................... 583
460 Smoking-Related Beliefs (Vitality) ................................................................ 584
461 Sociability ........................................................................................................ 585
462 Social Desirability Bias .................................................................................. 586
463 Source Influence .............................................................................................. 590
464 Store Convenience Importance ..................................................................... 591
465 Store Image ..................................................................................................... 592
466 Store Image ..................................................................................................... 593
467 Store Image importance .................................................................................. 594
468 Substitutability of Information ......................................................................... 595
469 Support for the Retailer ................................................................................... 596
470 Susceptibility to Peer Influence ...................................................................... 597
471 Switching Costs .............................................................................................. 600
472 Telepresence (Website) ................................................................................. 601
473 Test Accuracy (Health) ................................................................................... 603
474 Time Pressure ................................................................................................. 604
475 Time Pressure (Specific Shopping Trip) ....................................................... 605
476 Tolerance for Ambiguity ................................................................................. 606
477 Travel Intentions ............................................................................................... 608
478 Trust in Brand ................................................................................................... 609
479 Trust in the Organization .................................................................................. 610
480 Trust of Service Provider ................................................................................ 611
481 Trustworthiness (Retailer) .............................................................................. 612
482 TV Viewing (Escape Motivation) .................................................................... 613
483 TV Viewing (Information Motivation) ............................................................. 614
484 TV Viewing (Self-Concept Motivation) ......................................................... 615
485 Typicality (General) ......................................................................................... 616
486 Ubiquity (Sponsor) ........................................................................................... 617
487 Uniqueness (Product) ..................................................................................... 618
488 Usage Intention ................................................................................................ 619
489 Usefulness of Technology to Assist Shopping ............................................. 620
490 Value (Economic) .......................................................................................... 621
491 Value (Emotional) ........................................................................................... 622
492 Value (Offer) .................................................................................................... 623
493 Value (Offer) .................................................................................................... 624
494 Value (Product) .............................................................................................. 625
495 Value (Quality) ................................................................................................ 627
496 Value (Social) .................................................................................................. 628
497 Value (Transaction Enjoyment) ...................................................................... 629
498 Value (Travel Effort) ........................................................................................ 630
499 Value Consciousness ................................................................................... 631
500 Values (Self) ................................................................................................... 633
501 Values (Social) ................................................................................................. 635
502 Variety Seeking Tendency ........................................................................... 636
503 Verbal/Visual Processing Style ................................................................... 637
504 Visualizing Ease ............................................................................................. 640
505 Volunteerism (Perceived Group Need) ....................................................... 641
506 Volunteerism (Recognition) ............................................................................ 642
507 Volunteerism (Social Approval Expectations) ............................................. 643
508 Vulnerability (Health) ....................................................................................... 644
509 Website Visit Intention ..................................................................................... 645
510 Willingness To Be Tested (Health) .............................................................. 646
511 Word-of-Mouth Intentions (Positive) ............................................................ 647
Part II: Advertising-Related Scales
512 Absurdity of the Ad ................................................................................... 651
513 Ad Preference Index ....................................................................................... 652
514 Ad Usage .......................................................................................................... 653
515 Ad-Evoked Image (Spirited) .......................................................................... 654
516 Ad-Evoked Image (Successful) ...................................................................... 655
517 Advertising Avoidance (Direct Mail) ............................................................ 656
518 Advertising Avoidance (Magazines) ............................................................ 657
519 Advertising Avoidance (Newspapers) .......................................................... 658
520 Advertising Avoidance (Radio) ...................................................................... 659
521 Advertising Avoidance (Television) .............................................................. 660
522 Advertising Avoidance (Television) ............................................................. 661
523 Affective Response to Ad (Approval) ................................................... 662
524 Affective Response to Ad (Disapproval) ............................................ 663
525 Affective Response to Ad (Negative Feelings) ................................. 664
526 Affective Response to Ad (Overall) ............................................................. 667
527 Affective Response to Ad (Upbeat Feelings) ................................... 669
528 Affective Response to Ad (Warm Feelings) ....................................... 672
529 Agency Selection Criteria (Account Team) ........................................ 674
530 Agency Selection Criteria (Creative) ............................................................ 675
531 Agency Selection Criteria (Reputation) ...................................................... 676
532 Agency Selection Criteria (Resources) ........................................................ 677
533 Agency Selection Criteria (Shared Purpose) .............................................. 678
534 Agency Selection Criteria (Strategic) ........................................................... 679
535 Attention to Sponsor's Promotion .................................................................. 680
536 Attention to the Advertisement ........................................................................ 681
537 Attitude Toward Advertising ........................................................................... 683
538 Attitude Toward Advertising ........................................................................... 684
539 Attitude Toward Advertising ........................................................................... 686
540 Attitude Toward Advertising ........................................................................... 687
541 Attitude Toward Advertising (Credibility) ....................................................... 688
542 Attitude Toward Advertising (Disbelief) ......................................................... 689
543 Attitude Toward Advertising (Entertaining) ................................................... 690
544 Attitude Toward Advertising (Informative) .................................................... 691
545 Attitude Toward Advertising (Informative) .................................................... 692
546 Attitude Toward Advertising (Irritating) ......................................................... 693
547 Attitude Toward Advertising (Negative) ........................................................ 694
548 Attitude Toward Advertising (Portrayal of Homosexuals) ............................ 695
549 Attitude Toward Advertising (Usefulness) .................................................... 696
550 Attitude Toward Advertising (Usefulness) .................................................... 697
551 Attitude Toward Direct Marketing .................................................................. 698
552 Attitude Toward the Ad (Activity Judgments) ............................................... 699
553 Attitude Toward the Ad (Affective) ................................................................ 701
554 Attitude Toward the Ad (Cognitive) ............................................................... 704
555 Attitude Toward the Ad (Cognitive) ............................................................... 708
556 Attitude Toward the Ad (Cognitive) ............................................................... 710
557 Attitude Toward the Ad (Comprehension) ..................................................... 711
558 Attitude Toward the Ad (Evaluative Judgments) .......................................... 712
559 Attitude Toward the Ad (Gentleness) ............................................................ 714
560 Attitude Toward the Ad (Happiness) ............................................................. 716
561 Attitude Toward the Ad (Message) ............................................................... 717
562 Attitude Toward the Ad (Overall) ................................................................... 718
563 Attitude Toward the Ad (Overall) ................................................................... 729
564 Attitude Toward the Ad (Overall) ................................................................... 730
565 Attitude Toward the Ad (Peacefulness) ........................................................ 731
566 Attitude Toward the Ad (Pride) ...................................................................... 732
567 Attitude Toward the Ad (Warmth) ................................................................... 733
568 Attitude Toward the Advertiser ...................................................................... 734
569 Attitude Toward the Banner Ad ...................................................................... 735
570 Attitude Toward the Brand in the Ad ............................................................. 736
571 Attitude Toward the Commercial ................................................................... 737
572 Attitude Toward the Endorser ......................................................................... 738
573 Attitude Toward the Infomercial ..................................................................... 739
574 Attitude Toward the Manufacturer (Responsible) ......................................... 740
575 Attitude Toward the Manufacturer (Trust) ..................................................... 741
576 Attitude Toward the Spokesperson (Likeability) .......................................... 742
577 Attitude Toward the Spokesperson (Similarity) ........................................... 743
578 Attitude Toward TV Advertising ...................................................................... 744
579 Attitude Toward TV Advertising (Skepticism) .............................................. 746
580 Attitude Toward TV Advertising Aimed at Children .................................... 747
581 Attitude Toward TV Advertising Aimed at Children .................................... 748
582 Attitude Toward Use of English in a Commercial ........................................ 749
583 Attitude Toward Web Advertising .................................................................. 750
584 Beauty (Advertising Model) ............................................................................ 751
585 Believability of the Information ....................................................................... 752
586 Brand Advertising Intensity ............................................................................. 753
587 Celebrity Endorser (Credibility) ..................................................................... 754
588 Celebrity Endorser (Expertise) ...................................................................... 755
589 Celebrity Endorser (Match-Up) ...................................................................... 756
590 Child's Understanding of Advertising Practices .......................................... 757
591 Client Conflict With Agency ............................................................................ 758
592 Client Role Ambiguity (Goal Clarity) ............................................................. 759
593 Client Role Ambiguity (Process Clarity) ........................................................ 760
594 Client Satisfaction (Agency Performance) ................................................... 761
595 Client Satisfaction (Personal Relationships) ............................................... 762
596 Client Tension With Agency ........................................................................... 763
597 Community Image Importance ....................................................................... 764
598 Comparison With Advertising Model ............................................................ 765
599 Consistency of Thoughts and Ad .................................................................... 766
600 Contextual Detail in Ads (Visual) .................................................................... 767
601 Creativity (Advertisement) .............................................................................. 768
602 Credibility ......................................................................................................... 770
603 Direct Mail Usage (Retailer) ........................................................................... 774
604 Ease of Measurement .................................................................................... 775
605 Effectiveness (Product's Impact on Model's Beauty) ................................... 776
606 Effectiveness of the Ad .................................................................................... 777
607 Elaboration ....................................................................................................... 778
608 Fit (Ad/Object) .................................................................................................. 779
609 Fit (Brand/Endorser) ........................................................................................ 780
610 Fit (Model/Consumer) ..................................................................................... 781
611 Goal Congruence (Agency/Firm) .................................................................. 782
612 Helpfulness of the Ad ...................................................................................... 783
613 Importance of Advertising .............................................................................. 784
614 Importance of Payment Information ............................................................... 785
615 Importance of Testimonials ............................................................................ 786
616 Interest in Product (Prior to Ad Exposure) .................................................... 787
617 Intergenerational Communication (Promotion-Related) ............................. 788
618 Involvement (Ad Message) ............................................................................. 790
619 Involvement (Ad Message) ............................................................................. 791
620 Involvement (Ad Message) ............................................................................. 792
621 Involvement (Ad Message) ............................................................................. 793
622 Involvement (Ad Message) ............................................................................. 794
623 Involvement (Brand Response) ...................................................................... 795
624 Irritation With Commercials ............................................................................ 796
625 Mood Evoked by Ad ....................................................................................... 797
626 New Product Attributes (Learning Costs) ..................................................... 798
627 New Product Attributes (Value Added) ......................................................... 799
628 Normalcy ........................................................................................................... 800
629 Persuasiveness of the Ad (Cognitive Change) ............................................ 801
630 Persuasiveness of the Information ................................................................ 802
631 Post-Exposure Elaboration ............................................................................ 803
632 Product Information Content .......................................................................... 804
633 Product Placement (General) ........................................................................ 805
634 Product Placement (Preference) ................................................................... 806
635 Product Placement (Restriction) ................................................................... 807
636 Quality (Ad Stimulus Production) ................................................................... 808
637 Quality (Advertised Product) .......................................................................... 809
638 Quality (Advertised Product) .......................................................................... 810
639 Relevance of the Information .......................................................................... 811
640 Risk of Purchase ............................................................................................. 812
641 Romance Between Couple in Ad .................................................................. 813
642 Standard of Living (Comparison with Typical TV Family) .......................... 814
643 TV Programming (Broadcasters' Responsibilities) .................................... 815
644 TV Programming (Need For Government Regulation) ............................... 816
645 TV Programming (Need For Independent Regulation) ................................ 817
646 TV Viewing (Child's Verbal Interaction with Mother) .................................... 818
647 TV Viewing (Child's View of Mother's Control) ............................................. 819
648 TV Viewing (Child's View of Mother's Opinion) ........................................... 820
649 TV Viewing (Frequency) ................................................................................. 821
650 TV Viewing (Parents' Responsibilities) ........................................................ 822
651 TV Viewing (Time Spent) ............................................................................... 823
652 Typicality (Commercial) ................................................................................... 824
653 Visual Imaging ................................................................................................. 825
654 Vividness of the Ad .......................................................................................... 826