The most recent book in the long-running Marketing Scales Handbook series is Volume 7. It picks up where Volume 6 ended and, as was true with that book, the scales in the new volume are overwhelmingly new to the series.
The scales in Volume 7 are for use in surveys and experiments when studying a very wide set of constructs relevant to understanding “consumers” or similar types of participants such as viewers, contributors, or citizens. To be included in the volume, the scales had to be composed of at least three items, have empirical evidence of their psychometric quality, and have been treated as reflective measures of the focal constructs by their users rather than formative measures. Using those general guidelines, hundreds of articles published in the top marketing journals during a two-year period (2010-2011) were examined. Ultimately, 364 scales were identified as meeting the stated criteria and were reviewed for the volume.