num_pages: 864
description: 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.
language: English
title: Marketing Scales Handbook, Volume IV: Consumer Behavior
titlecomplete: Marketing Scales Handbook, Volume IV: Consumer Behavior (Marketing Scales Series)
ratings_count: 5
publisher: South-Western Educational Pub