Marketing Scales Handbook, Volume IV: Consumer Behavior (Marketing Scales Series)

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9781587992056: Marketing Scales Handbook, Volume IV: Consumer Behavior (Marketing Scales Series)
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All new or new uses of previously developed scales in consumer behavior and advertising that appeared between 1998 and 2001. 654 scales are presented along with a description, the origin of the scale, reliability, validity, and other useful information for the academic and professional researcher. This volume includes two indices: by author and by publication.

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About the Author:

Dr. Gordon C. Bruner II (also known as Skip) is Professor of Marketing and Director of the Office of Scale Research at Southern Illinois University Carbondale. He received his B.B.A. and M.S. degrees in Marketing from Texas A&M University and a Ph.D. in marketing from the University of North Texas. In addition to being the lead author on the first three volumes of this series of handbooks, he has published articles in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Retailing, the Journal of Advertising Research, the Journal of Marketing Education, the Journal of Business Research, and many other journals and conference proceedings.

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II Gordon C. Bruner; Paul J. Hensel; Karen E. James
Published by South-Western Educational Pub (2005)
ISBN 10: 1587992051 ISBN 13: 9781587992056
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