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


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

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    Most of the measures summarized in this third edition were originally published in marketing journals and marketing-related conference proceedings. In addition, the social and applied psychology, management, and organizational behavior literatures, as well as several books, contributed measures to this volume. We again would like to thank all the publishers that granted us permission to reprint the measures summarized in this volume. We are grateful to the following publishers and their corresponding publications for scales added to this third edition:

    • Publisher: Association for Consumer Research
    • Publication:ACR Proceedings
    • Publisher: American Marketing Association
    • Publications:Journal of Marketing, Journal of Marketing Research, Journal of Public Policy & Marketing, AMA Proceedings
    • Publisher: American Psychological Association
    • Publications:Journal of Personality and Social Psychology, Journal of Applied Psychology, Psychological Bulletin
    • Publisher: Elsevier
    • Publications:International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of Economic Psychology, Journal of Research in Personality, Journal of Retailing, Organizational Behavior & Human Decision Processes
    • Publisher: University of Chicago Press
    • Publication:Journal of Consumer Research
    • Publisher: SAGE
    • Publications:Journal of Service Research, Journal of the Academy of Marketing Science, Personality and Social Psychology Bulletin
    • Publisher: Springer
    • Publication:Marketing Letters
    • Publisher: Wiley
    • Publications:European Journal of Personality, Journal of Personality


    We would like to acknowledge the reviewers who assisted in prerevision reviews of the third edition: Mike Basil, University of Lethbridge; Naveen Donthu, Georgia State University; Adam Finn, University of Alberta; Susan D. Geringer, California State University, Fresno; David Hardesty, University of Kentucky; Melvin Prince, Southern Connecticut State University; and Mehdi Zahaf, Lakehead University. We would also like to thank Robin Soster, doctoral student in the University of South Carolina Moore School of Business, for help with our literature review and scale selection process and Wendy Castro for her help with the permissions process.

  • About the Editors

    William O. Bearden is the Distinguished Professor Emeritus and Bank of America Professor in Business Emeritus at the University of South Carolina. He is currently on the editorial review boards of JCR, JMR, JM, and Journal of Consumer Psychology, He served as an associate editor for JCR from 1999 to 2002. Professor Bearden has received both the University Amoco Teaching Award, which is presented annually to one faculty member, and the University Mungo Award for Teaching Excellence. He has twice been awarded the Moore School of Business Teacher of the Year Award and has been recognized as a faculty initiate in Mortar Board, ODK, Beta Gamma Sigma, and Golden Key. He has also received the 2004 University Educational Foundation Research Award for Professional Schools and the 2005 University Trustee Professorship Award. Professor Bearden served as the University SEC Faculty Athletics Representative from 2006 to 2010 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 codirector for the University Lilly Teaching Fellows Program from 1992 to 1995. Bill has published more than 25 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. He received his PhD 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, Organizational Behavior & Human Decision Processes, Marketing Science, American Journal of Psychiatry, American Journal of Public Health, and others. He is a coauthor of two textbooks pertaining to measurement and psychometrics and is a member of the editorial review boards of the Journal of Consumer Research, the 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 PhD 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's research has been published in the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Public Policy & Marketing, and she has 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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