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Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research) [Hardcover]

William O. Bearden , Richard G. Netemeyer , Kelly L. Haws

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Book Description

26 Jan 2011 1412980186 978-1412980180 Third Edition
The Handbook of Marketing Scales, Third Edition represents a clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research.

- Over 150 scales are included in the handbook. Many of these scales were originally published in marketing- and consumer-related journals or conference proceedings. Including them in one volume helps reduce the time it takes to locate instruments for survey research.

- Scales included have a reasonable theoretical base, are developed within the marketing or consumer behavior literature, are composed of several items or questions, use some scaling procedures, and include estimates of reliability and/or validity, making these scales especially relevant and “proven” for marketing scholars and professionals.

- Each scale includes the following information so that users can quickly and easily learn about the scale: construct, description, development, samples, validity, scores, sources, other evidence, other sources, references, and scale items.


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Review

This is a handbook of scales that are used in empirical marketing and consumer behaviour research. In seven chapters, this third edition mirrors the six major areas of marketing mix and consumer behaviour variables as well as a general introduction. The six areas are: (1) traits and individual difference variables; (2) values and goals; (3) involvement, information processing, and affect; (4) reactions to marketing stimuli; (5) attitudes about the performance of business firms, satisfaction and post-purchase behaviour, social agencies, and the mar- ketplace; and (6) sales, sales management, organizational behaviour, and interfirm–intrafirm issues. For each scale, the following information is provided: construct, description, and development of the scale, the samples used in development, validity, scores, source, and references and last but not least, the actual scale items and dimensions to which they belong. (Prof. Dr. Lucia A. Reisch 2013-09-10)

About the Author

William O. Bearden is the Distinguished Professor Emeritus and former Bank of America Chaired Professor of Marketing at the University of South Carolina. He is currently on the editorial review boards of JCR, JMR, JM, and JCP. He served as an Associate Editor for JCR during 1999-2002. Professor Bearden has received both the University Amoco Teaching Award, that is presented annually to one faculty member, and the University Mungo Award for Teaching Excellence. He has twice has been awarded the Moore School of Business Teacher of the Year Award and recognized as a faculty initiate in Mortar Board, ODK, Beta Gamma Sigma, and Golden Key, and received the 2004 University Educational Foundation Research Award for Professional Schools and the 2005 University Trustee Professorship Award. Professor Bearden serves as the University SEC Faculty Athletic Representative and received the first Distinguished Service Award from the Journal of Consumer Research in 2006. His research interests include consumer behavior, marketing research, pricing, and the evaluation of promotions. He was faculty co-director for the University Lilly Teaching Fellows Program from 1992-1995. Bill has published over twenty-five articles in the Journal of Marketing Research, the Journal of Marketing, and the Journal of Consumer Research, as well as having a number of other publications. He has coauthored Marketing Principles and Perspectives, 5th Edition, 2006, Irwin/McGraw-Hill, Inc.

Richard G. Netemeyer is the Ralph E. Beeton Professor of Free Enterprise in the Marketing Division and Senior Associate Dean at the McIntire School of Commerce at the University of Virginia, Charlottesville, VA. He received his Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 1986. He was a member of the Marketing faculty at the E. J. Ourso School of Business at Louisiana State University from 1986 to 2001. In 2001, he joined the McIntire School of Commerce. Professor Netemeyer’s research has appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Applied Psychology, OBHDP, Marketing Science, American Journal of Psychiatry, American Journal of Public Health, and others. He is a co-author of two textbooks pertaining to measurement and psychometrics, and is a member of the editorial review boards of Journal of Consumer Research, Journal of Marketing, and the Journal of Public Policy & Marketing.

Kelly L. Haws is an assistant professor of marketing at Mays Business School at Texas A&M University. She received her Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 2007. Professor Haws received the University Level SLATE Award for excellence in teaching at Texas A&M. Haws conducts research related to consumer behavior, with a specific focus on issues relevant to consumer welfare. Her research interests include consumer self-control, self-control strategies, optimal consumption, measurement issues, and behavioral pricing. Dr. Haws’ research has been published in the Journal of Consumer Research, Journal of Marketing Research, and the Journal of Public Policy & Marketing and presented at various conferences, including the Association for Consumer Research, the Society for Consumer Psychology, Transformative Consumer Research, and the American Marketing Association.

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Customer Reviews

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Amazon.com: 5.0 out of 5 stars  2 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Liked it a lot 8 Jan 2014
By kavita - Published on Amazon.com
Verified Purchase
It's a very usefull book if you use to use marketing scales. Have around 200 different scales for a variety of marketing topics (consumer behavior, pricing, promotion, ethics, CSR and so on).
Recommend it for all marketing researchers.
It's also good because scales have already been validated.
5.0 out of 5 stars Good book 13 April 2012
By Supergomes - Published on Amazon.com
Verified Purchase
Its a good book, really usefull in scaling matter. Its my first book about this matter.

Having the insight from several publications aproved by their use, validity and the selection procedures used by the authors

give this book an extra.
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