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