Marketing scales handbook. Volume 6 : a compilation of multi-item measures for consumer behavior & advertising research / Gordon C. Bruner II.

Format:

Book

Author/Creator:

Bruner, Gordon C., author.

Language:

English

Subjects (All):

Marketing research--Statistical methods--Handbooks, manuals, etc.

Marketing research.

Scaling (Social sciences)--Handbooks, manuals, etc.

Scaling (Social sciences).

Marketing research--Statistical methods.

Physical Description:

1 online resource (754 p.)

Place of Publication:

Ft. Worth, Texas : GCBII Productions, 2012.

Language Note:

English

Contents:

""Volume 6 (library version) ""; ""title page ""; ""Copyright page ""; ""Table of Contents""; ""Preface ""; ""Acknowledgements ""; ""Introduction""; ""Scale Review Format ""; ""Scale Reviews ""; ""Acceptance of Sales Offer (Owner's)""; ""Acculturation""; ""Ad Format Beliefs (Annoyance)""; ""Ad Format Beliefs (Entertainment)""; ""Ad Format Beliefs (Information)""; ""Ad Message Involvement (Others-Focused)""; ""Ad Message Involvement (Processing Effort)-1 ""; ""Ad Message Involvement (Processing Effort)-2""; ""Ad Message Involvement (Processing Effort)-3""

""Ad Message Involvement (Self-Focused)""""Ad Message Involvement-1""; ""Ad Message Involvement-2""; ""Ad Trust (Affect)""; ""Ad Trust (Reliability)""; ""Ad Trust (Usefulness)""; ""Ad Trust (Willing to Use)""; ""Ad's Effects on Recognition and Intentions""; ""Advertising Avoidance (General)""; ""Advice Suitability""; ""Affect Toward Monetary Compensation""; ""Affect Toward the Store""; ""Affective Response (Positive)""; ""Affective Response to Brand""; ""Affective Response to the Ad (Anxiety)""; ""Affective Response to the Ad (Empathy)""; ""Affective Response to the Ad (Fear)""

""Affective Response to the Ad (Guilt)""""Age (Cognitive)""; ""Age (Ideal)""; ""Age (Least Desired)""; ""Aggressiveness""; ""Alienation (Consumer)""; ""Anger""; ""Anger at Service Provider""; ""Animosity (Economic)""; ""Anomia""; ""Anthropomorphizing""; ""Anticipated Regret of Losing a Gamble""; ""Anxiety""; ""Appeal Type (Charity)""; ""Appropriateness of the Job""; ""Argument Strength""; ""Arousal""; ""Arousal (Positive)""; ""Arousal-Seeking Tendency""; ""Attachment Bond Intensity""; ""Attachment to the Brand""; ""Attention to Ad (Brand Evaluation)""; ""Attention to the Webpage""

""Attention to the Website""""Attitude Toward Complaining (Personal Norms)""; ""Attitude Toward Drinkers (Alcohol)""; ""Attitude Toward DTC Advertising""; ""Attitude Toward General Business Ethics""; ""Attitude Toward Luxury Brands (Social-Adjustive)""; ""Attitude Toward Luxury Brands (Value-Expressive Function)""; ""Attitude Toward Prices (Allocative Effects)""; ""Attitude Toward Product Placement""; ""Attitude Toward the Ad (Brand Reinforcement)""; ""Attitude Toward the Ad (Comprehension)-1 ""; ""Attitude Toward the Ad (Comprehension)-2""; ""Attitude Toward the Ad (Confusion)""

""Attitude Toward the Ad (Creativeness)""""Attitude Toward the Ad (Empathy)-1 ""; ""Attitude Toward the Ad (Empathy)-2""; ""Attitude Toward the Ad (Entertaining)""; ""Attitude Toward the Ad (Familiarity)""; ""Attitude Toward the Ad (Informative)""; ""Attitude Toward the Ad (Interesting)""; ""Attitude Toward the Ad (Intrusiveness)""; ""Attitude Toward the Ad (Manipulative)""; ""Attitude Toward the Ad (Memorable)""; ""Attitude Toward the Ad (Overall)""; ""Attitude Toward the Ad (Receptiveness)""; ""Attitude Toward the Ad (Relevant News)""; ""Attitude Toward the Ad (Transformative)""

""Attitude Toward the Ad (Truthfulness)""

Notes:

Description based upon print version of record.

Description based on online resource; title from PDF title page (ebrary, viewed June 27, 2014).

ISBN:

1-280-77286-7

9786613683632

0-615-63068-5