Gordon C. Bruner

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• PhD
• Professor Emeritus at Southern Illinois University Carbondale

This seventh volume in the series reviews 364 consumer-related measurement scales that were reported in top marketing journal articles published in 2010 and 2011. Each review provides the scale items as well as information regarding the scale's origin, previous users, and measurement quality.

There seems to be little doubt that the health of economies in the modern world depend heavily on new products being routinely introduced and readily accepted by consumers. Thus, a book that provides researchers with measures that have been used by social scientists in the study of the adoption of innovations is ripe for development. This book cont...

The scales reviewed in this volume 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, clients, or citizens. To be included in the volume, the scales had to be composed of at least three items, have empirical evidence of their psyc...

Recently, Kulviwat et al. (2007) proposed a new model, Consumer Acceptance of Technology (CAT), that was shown to significantly improve the prediction of intentions to adopt high tech products by integrating affect constructs and an additional cognitive construct into the well-known Technology Acceptance Model (TAM). The purpose of the current stud...

For well over 30 years, the Marketing Scales Handbooks have provided reviews of multi-item survey measures used in scholarly studies of consumer behavior. This twelfth volume begins where Volume 11 ended and has reviews of 400 measures that were reported in top marketing journals in 2020 and 2021. These scales are new to the series and were not in...

The Marketing Scales Handbook series is the longest-running set of books that provides reviews of multi-item measures used in scholarly studies of consumer behavior. This volume begins where Volume 10 ended and has reviews of 400 scales that were reported recently in the top journals that publish studies about consumer research. These scales are ne...

The Marketing Scales Handbook series is the longest-running set of books that provides reviews of multi-item measures used in scholarly studies of consumer behavior. This volume begins where Volume 9 ended and has new reviews of 402 scales that were reported in top marketing journals. These scales are new to the series and were not in any of the pr...

This is the ninth volume of the classic Marketing Scales Handbook series. It begins where the previous volume ended and contains 433 multi-item measures that were reported in top marketing journals between 2014 and 2015. These scales are new to the series and were not in any of the previous volumes. Each review provides the scale items (questions,...

Kevin Gray, a long-time marketing scientist, had begun publishing a series of Q&A articles in which he interviewed professionals engaged in various aspects of market research, focusing on the state of the science more so that the state of the art. When he approached me, I was quite glad to share my thoughts with him. Because of my knowledge of psyc...

The paper examines the self-efficacy as an external variable that is expected to provide further insights to increase the explained variance of the theoretical model. Overall, self-efficacy was found to influence cognition perceptions and emotional reactions. Specifically, self-efficacy was found to play a substantive role in shaping individuals’ a...

Purpose – This paper aims to examine whether self-efficacy plays an important role in shaping the effect of cognition and affects in high technology adoption. It also examines whether cognition and affect mediate the effect of self-efficacy on attitude toward adoption. Design/methodology/approach – Using an experimental survey to collect data, sub...

Marketing researchers, in general, have increased their usage of multi-item scaled measures dramatically in the past decade. This article relates a project that categorized and summarized the uses of these measures during the 1980's. It describes first some general findings vis-a-vis all areas of marketing research and then gives some highlights of...

Twenty-five multi-item scales used to measure power sources and/or exercised power in a sales or channel setting are reviewed. The procedures for assessing the reliability and validity (convergent, discriminant, and nomological) of each scale are discussed and reviewed. Findings indicate adequate reliability for all of the scales. Problems in the e...

What measurement scales have been used the most in consumer insight research? Dr. Bruner, author of the classic Marketing Scales Handbook series, set out to answer that question. After reviewing well thousands of multi-item measures used in scholarly research of consumer issues, it was clear that some scales had been used much more than others. Twe...

As technological innovations have become an integral part of the world economy in recent decades, predicting acceptance of those products has become a major goal of many researchers in academia and industry. The main objective of this study is to examine the role of social influence and the moderating effect of a product's public/private status on...

The purpose of this article is to bring the technology addiction (TA) discussion into the realm of consumer research and to sensitize researchers, policy makers and practitioners to the idea that TA poses a real threat to consumer welfare. The extant literature on consumer pathological use of various technologies is reviewed to support the necessit...

With a variety of mobile content, such as weather, sports, and commercial ads, available for consumers to access on wireless devices, it is important to explore the effect of presentation modalities on consumers' ability to retain the information and on consumers' perception of the content. Three messages were presented on a mobile device to 116 re...

In the last few decades, scholars and practitioners have increasingly tried to understand the factors that influence technology acceptance. Theories and models developed by scholars have tended to focus on the role of cognition and have rarely included affect. The few studies that have incorporated affect have tended to measure a single emotion rat...

Location-based advertising (LBA) is not new but being able to access it through one’s mobile communication device is. Description of this revolutionary advertising medium is provided as well as some opportunities and challenges that come with it. Desperately needed is more research since in-depth examination of the topic has barely begun. To assist...

With the advancements in mobile phone technology and the increase in consumer use of wireless devices to access the internet, there is a need to explore the inevitable effect of these factors on mobile advertising. In this project, we presented commercial content on wireless devices, designed to represent various modality combinations (text, audio,...

Marketers in firms that routinely produce high-tech innovations want rapid adoption of their products. Many believe the consumer segment that is targeted initially should consist of people who adopt innovative technology relatively early and are influential sources of information that others use as references for their own behavior. A set of adopte...

Managers in firms introducing innovative wireless goods and services as well as other high tech products are eager to identify those consumers who should be targeted initially in order to ensure rapid adoption. Ideally, these consumers are the innovators, those who are the first to adopt. Since no appropriate scale existed to measure this tendency...

Interactivity is reviewed with the goal of addressing several important shortcomings in existing work: a need for generalizability of definitions across all situations and technologies; an explicit incorporation of the nonverbal facet of communication; and a reconsideration of control as an intrinsic aspect of all manners of interactivity. Based on...

Purpose The purpose is to examine the behaviors of consumers engaged in fan activity and determine if there are attitudinal and behavioral characteristics common across the differing fan subcultures. Design/methodology/approach The characteristics affecting fan behavior are examined through the literature and a series of structured interviews with...

Interactivity is reviewed with the goal of addressing several important shortcomings in existing work: a need for generalizability of definitions across all situations and technologies; an explicit incorporation of the nonverbal facet of communication; and a reconsideration of control as an intrinsic aspect of all manners of interactivity. Based on...

Location-based advertising (LBA) is not new but being able to access it through one’s mobile communication device is. Description of this revolutionary advertising medium is provided as well as some opportunities and challenges that come with it. Desperately needed is more scholarly research since in-depth examination of the topic has barely begun....

The emerging mobile commerce (m-commerce) technology promises exciting possibilities for marketplace exchanges, but expected benefits to consumers as well as businesses await an understanding of consumer acceptance of this technology. Borrowing the technology acceptance model (TAM) from the work environment, we apply it to the consumer context (c-T...

It is not unusual for new scales to be created in scholarly marketing research with little concern for their relationship with previous measures of the same construct and little justification provided for their development. This practice is challenged and it is argued that this is one of the things that is preventing marketing from progressing as a...

An awareness in the advertising industry of the inadequacy of current practices in copy testing led to the development of PACT (Positioning Advertising Copy Testing), a statement of fundamenta l copy testing principles developed by twenty-one of the world's leading advertising agencies. A primary concern of this coalition was that too much reliance...

Cognitive-based approaches to understanding promotional deals have increased during the past decade. In order to provide a solid basis for theory development, it is important that scales used to measure deal-related constructs display evidence of reliability and validity. To date, there has been no comprehensive review of the psychometric propertie...

A tremendous growth in the use of multi-item scales in marketing research has occurred over the past two decades. Concurrently, there is increasing concern about the quality of these measures. Although the majority of marketing-related articles now discuss the reliability of the scales administered, few address the issue of scale validity. One aspe...

In expectation of the expanded use of full-motion commercials on the web to promote goods and services, this study examined the influence of webpage background on commercial effectiveness. More specifically, the research examined what type of background is most appropriate for positively affecting advertising effectiveness as measured by several co...

Websites are becoming increasingly complex due to the competing sights and sounds found on each page. Prior research by the authors (Stevenson, Bruner, and Kumar, 2000) has demonstrated the negative consequences that this sort of complexity can have on the effectiveness of a commercial run on such a page. Generalizations of those findings were limi...

Colleges appear to be more eager and willing than ever to adopt a market orientation given declining enrollments and the downsizing that many are experiencing. Yet, the factors which foster and produce a market orientation have not been well defined in previous research. This study examines three antecedents of the market orientation within the con...

Two of the most studied constructs in scholarly marketing research are Attitude-toward-the-ad (Aad) and attitude-toward-the-brand (Ab) but there is little agreement about how they should be measured. It has been common for new or modified measures to be created with little concern for the scale’s relationship with previous measures of the same cons...

Several previous reviews of Aad have noted that progress in understanding advertising's effects is hampered by the lack of a shared view of attitude structure. This study builds upon those reviews by focusing on two additional problems: measure standardization and justification. Examination of a decade-and-a-half's worth of research found 75 multi-...

The use of multi-item scales reported in six marketing journals during the 1980s is analyzed. The analysis replicates some aspects of the Churchill and Peter (1984) study and extends the examination to issues not reviewed previously in marketing. The database for the study is unique in that it attempts to incorporate every instance of scale usage f...

The purpose of this article has been to argue that the marketing concept should be applied to the student-teacher exchange as radical as it may appear to some at first, there is little doubt that the marketing principles are steady being employed by thousands of professors across the country although the technology embayed hum might be unfamiliar t...

Considers how recent concerns with service quality have led to increased awareness of the importance of the role of the front-line employee, the service provider. Describes how internal marketing has been instrumental in raising service providers' performance. Develops a method, drawing on organizational literature, for identifying segments of the...

That music affects human beings in various ways has probably been presumed as long as people have played music. Many marketing practitioners already accept this notion, given that music is increasingly used as a stimulus in the retail environment as well as in radio and television advertising. Yet, fewer than 20 published empirical studies in marke...

While the nature of consumer-need acknowledgement has received some attention in recent years, the topic still remains relatively unexplored by consumer scientists and under-utilized by practitioners. This study focuses on the first stage of the consumer-decision process (problem recognition) and develops scales for measuring style of need percepti...

Style of recognizing consumer problems has been identified in past research as a unique variable for effectively segmenting a market based upon potential purchase behavior. However, only one product category has been examined in previous studies thereby limiting the generalizability of the results. The present study examined shopping orientation an...

Marketing is viewed by AMA's new definition as being the management of the marketing mix. However, the presently popular paradigm of the mix (the Four Ps) may not be adequate to describe the breadth of marketing applications in the 1990s and beyond. This article proposes, as an alternative, that some terms already used independently be grouped and...

Who is a real doctor, and how has the title been used over the centuries? Do other professions have a "better" claim to the title than marketing? This article attempts to shed light on the history of the title and how confusion over its use has developed, particularly in the United States.

Since 1910, when John Dewey first introduced the five-stage decision process, it has been a widely accepted concept and still serves as the central pillar of a popular consumer behavior model. These stages are Problem Recognition, Information Search, Alternative Evaluation, Choice, and Outcomes. The importance of these stages is attested to by the...

Little published research exists concerning the differences between single males and females in their prepurchase decision processes. In particular, no known research has investigated the relationship between gender and style of recognizing fashion needs. This paper reports on a study concerned with these issues. Based on the sample, single males w...

Are the presently used paradigms of the marketing mix adequate for describing the breadth of marketing applications in the 1980s and beyond? Previously proposed models of the mix are evaluated and found to have shortcomings. Criteria are established for evaluating presently available models as well as any paradigms offered in the future.

A study was conducted focusing on the relationship between styles of recognizing clothing problems and search for problem solutions. Problem Recognition Style was considered to range between two extremes: Actual State Types (who tend to perceive clothing problems only when their clothes fail to perform satisfactorily) and Desired State Types (for w...

A study was conducted focusing on the relationship between styles of recognizing clothingproblems and search for problem solutions. Problem Recognition Style was considered to range between two extremes: Actual State Types (who tend to perceive clothing problems only when their clothes fail to perform satisfactorily) and Desired State Types (for wh...

The paper presents a simplified explanation of a rather complex mathematical approach to communication called information theory. This theory maintains that all information can be quantified. The implications of this theory for advertising are discussed along with strategic and tactical suggestions. The conclusion is that knowledge of the informati...