Evaluation of Consumer-Related Scales: A Structured Schemata Approach (original) (raw)

Constructs related to consumer behavior collectively comprise one of the most frequently studied areas of marketing endeavor. Moreover, within the domain of multi-item scale construction and application, consumer-related constructs have been assessed through the use of multi-item scales more frequently than any other area of marketing research. In order to assess the current state of scale development for each construct area in consumer behavior, a set of mutually exclusive and collectively exhaustive categories must exist. Yet a comprehensive set of such categories has not been proposed. The current study presents an initial systematic classification for consumer-related constructs, groups domains of scales into each category, assesses the psychometric properties of grouped scales, and proposes directions for future scales research.