Marketing scales handbook. Multi-item measures for consumer insight research. Volume 8 / Gordon C. Bruner II.

Format:

Book

Author/Creator:

Bruner, Gordon C., author.

Series:

Marketing Scales Handbooks Series

Marketing Scales Handbooks Series ; v.8

Language:

English

Subjects (All):

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

Marketing research.

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

Scaling (Social sciences).

Physical Description:

1 online resource (491 p.)

Edition:

1st ed.

Place of Publication:

Fort Worth, Texas : GCBII Productions, LLC, 2015.

Language Note:

English

Summary:

Volume 8 picks up where the previous volume ended and has completely new reviews of 392 scales that were reported in top marketing journal articles published in 2012 and 2013. Each review has information about a scale's source, its psychometric quality, who has used it, and the questions/statements that compose the measure.

Contents:

""Cover ""; ""Title page ""; ""Copyright page ""; ""Table of Contents""; ""Preface""; ""Acknowledgements""; ""Introduction""; ""Scale Reviews ""; ""Ad Attribute Importance (Artistic Originality)""; ""Ad Attribute Importance (Authenticity)""; ""Ad Attribute Importance (Executional Quality)""; ""Ad Claim�s Precision""; ""Ad Headline Metaphoric Level""; ""Affirmation of Customers""; ""Aloneness""; ""Analytic/Holistic Thinking Style""; ""Analytic/Holistic Thinking Style""; ""Anger""; ""Anger (Empathetic)""; ""Animosity Toward Outsourced Countries""; ""Anxiety (General)""; ""Anxiety (Purchase)""

""Appropriateness of the Warranty Time Units""""Attachment Avoidance""; ""Attachment to a Person""; ""Attachment to the Company (Anxiety)""; ""Attachment to the Company (Comforting)""; ""Attention Overload""; ""Attitude Toward Advergames for Children (Negative)""; ""Attitude Toward Advergames for Children (Positive)""; ""Attitude Toward Advertising (Credibility)""; ""Attitude Toward Advertising (Entertaining)""; ""Attitude Toward Advertising (General)""; ""Attitude Toward Advertising (Good for Economy)""; ""Attitude Toward Advertising (Informative)""

""Attitude Toward Advertising (Materialism)""""Attitude Toward Advertising (Social Role)""; ""Attitude Toward Consuming the Food""; ""Attitude Toward In-Game Advertising (Believability)""; ""Attitude Toward In-Game Advertising (Entertaining)""; ""Attitude Toward In-Game Advertising (General)""; ""Attitude Toward In-Game Advertising (Realism Enhancement)""; ""Attitude Toward Offshoring""; ""Attitude Toward Personalized Advertising (Benefits)""; ""Attitude Toward Personalized Advertising (Irritating)""; ""Attitude Toward Puzzles""; ""Attitude Toward Reading""

""Attitude Toward Shopping Websites (Aesthetics)""""Attitude Toward Shopping Websites (Community)""; ""Attitude Toward Shopping Websites (Customization)""; ""Attitude Toward Shopping Websites (Information Benefits)""; ""Attitude Toward the Ad (Affective)""; ""Attitude Toward the Ad (Deceptive)""; ""Attitude Toward the Ad (Humorous)""; ""Attitude Toward the Ad (Relevance)""; ""Attitude Toward the Ad (Trustworthiness)""; ""Attitude Toward the Brand Extension""; ""Attitude Toward the Brand Extension""; ""Attitude Toward the Brand""; ""Attitude Toward the Brand""; ""Attitude Toward the Cause""

""Attitude Toward the Company (Social Responsibility)""""Attitude Toward the Company's Communications""; ""Attitude Toward the Experience""; ""Attitude Toward the Game""; ""Attitude Toward the Game""; ""Attitude Toward the Hiking Boots""; ""Attitude Toward the Hotel""; ""Attitude Toward the Movie (General)""; ""Attitude Toward the Object (Disgusting)""; ""Attitude Toward the Person""; ""Attitude Toward the Pricing Policy""; ""Attitude Toward the Promotional Offer""; ""Attitude Toward the Responsible Drinking Ad (Challenge Appraisals)""

""Attitude Toward the Responsible Drinking Ad (Threat Appraisals)""

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on online resource; title from PDF title page (ebrary, viewed March 23, 2015).

Description based on publisher supplied metadata and other sources.

ISBN:

0-692-39583-0

OCLC:

923252229