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

This updated version provies 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.

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.

Dr. Paul J. Hensel is Associate Dean for Executive and International Programs and Professor of Marketing at the University of New Orleans. He earned his Ph.D. in Business From the University of Houston, his MBA from Southern Illinois University at Carbondale and his B.Sc. in Communications for the University of Illinois. Previously, he held faculty positions at the University of Kentucky and Southern Illinois University at Carbondale. He has published more than 50 referred journal and academic proceedings articles. He is the recipient of a number of grants and awards including a Fulbright Scholarship related to his current interests in trade capacity building in lesser-developed nations.

Dr. Karen E. James is Associate Professor of Marketing in the Management and Marketing Department at Louisiana State University, Shreveport. She received her Bachelor's degree in public relations and radio and television production from Purdue University and her MBA and D.B.A. from Southern Illinois University-Carbondale. Prior to her present position, James taught marketing courses at the University of New Orleans and Southern Illinois University. In addition to scaling and measurement, her research interests include creative advertising visual strategies, marketing education, negative advertising and health care/services marketing. James has authored or co-authored multiple academic articles and proceedings.