Marketing scales handbook : multi-item measures for consumer insight research. Volume 7 / Gordon C. Bruner II.

Print version record.

Annotation This seventh volume in the series reviews 364 consumer-related, multi-item measurement scales that were reported in top marketing journal articles published in 2010 and 2011. Each review provides the scale items as well as information regarding the scale's origin, previous users, and psychometric quality.

""Book cover""; ""Title page""; ""TABLE OF CONTENTS""; ""PREFACE ""; ""ACKNOWLEGMENTS ""; ""INTRODUCTION ""; ""SCALE REVIEWS ""; ""Absorption Disposition""; ""Acceptance of Sexual Violence""; ""Accountability Degree""; ""Acculturation""; ""Aesthetic Appeal""; ""Aesthetic Formality""; ""Affective Response (Negative)""; ""Agentic Orientation""; ""Ambivalence of Product Evaluation""; ""Ambivalence Toward the Object""; ""Anger""; ""Anger""; ""Anger at the Service Provider""; ""Anthropomorphizing""; ""Anticipated Saving Success""; ""Anxiety (General)""; ""Anxiety (Service Usage)""

""Anxiety (Technological)""""Anxiety (Technological)""; ""Attachment to the Brand (Brand-Self Connection)""; ""Attachment to the Brand (Passion)""; ""Attachment to the Brand (Prominence)""; ""Attendance Likelihood""; ""Attitude Confidence""; ""Attitude Toward Debt Consolidation Loans""; ""Attitude Toward a Low Price Guarantee (Information Focus)""; ""Attitude Toward a Low Price Guarantee (Protection Focus)""; ""Attitude Toward a Self-Designed Product""; ""Attitude Toward Brands in a Product Class""; ""Attitude Toward Christmas""; ""Attitude Toward Code Switching""

""Attitude Toward “Green� Marketing Claims (Believability)""""Attitude Toward “Green� Products (Environmental Benefits)""; ""Attitude Toward “Green� Products (Expensive)""; ""Attitude Toward Homosexuality""; ""Attitude Toward Offshore Services (Communication Problem)""; ""Attitude Toward Offshore Services (Customer/Foreign-WorkerDisconnect)""; ""Attitude Toward Offshore Services (Data Security)""; ""Attitude Toward Offshore Services (Foreign Worker Enmity)""; ""Attitude Toward Offshore Services (Free-Trade Resentment)""; ""Attitude Toward Playing the Game""

""Attitude Toward Product-Related Environmental Claims(Skepticism)""""Attitude Toward the Act (Opening Account)""; ""Attitude Toward the Ad (Affective)""; ""Attitude Toward the Ad (Believability)""; ""Attitude Toward the Ad (Focused Nostalgia)""; ""Attitude Toward the Ad (General Nostalgia)""; ""Attitude Toward the Ad (Informativeness)""; ""Attitude Toward the Ad (Intrusiveness)""; ""Attitude Toward the Ad (Novelty)""; ""Attitude Toward the Ad (Pre-Birth Era Nostalgia)""; ""Attitude Toward the Ad (Usefulness)""; ""Attitude Toward the Ad (Violence)""

""Attitude Toward the Brand (Capabilities)""""Attitude Toward the Brand (Hatred)""; ""Attitude Toward the Company (General)""; ""Attitude Toward the Company (Social Responsibility)""; ""Attitude Toward the Investment (Riskiness)""; ""Attitude Toward the Investment (Value)""; ""Attitude Toward the Logo (Clarity)""; ""Attitude Toward the Logo (Interestingness)""; ""Attitude Toward the Low Price Claim (Customer-Oriented)""; ""Attitude Toward the Low Price Claim (Self-Serving)""; ""Attitude Toward the Movie (General)""; ""Attitude Toward the Organization (Admiration)""

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