Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence. The book includes a number of measures that have been used in several studies. The volume serves as a guide to the literature and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity. This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.
- Chapter 1: Introduction
- Chapter 2: Traits and Individual Difference Variables
- Chapter 3: Values and Goals
- Chapter 4: Involvement, Information Processing, and Affect
- Chapter 5: Reactions to Marketing Stimuli
- Chapter 6: Attitudes about the Performance of Business Firms, Satisfaction and Post-Purchase Behavior, Social Agencies, and the Marketplace
- Chapter 7: Sales, Sales Management, Organizational Behavior, and Interfirm-Intrafirm Issues