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Gordon C. Bruner II
 Marketing Scales Handbook
………………………………………………

A Compilation of Multi-Item Measures

for Consumer Behavior & Advertising Research
Volume 5
(library version)

Gordon C. Bruner II

GCBII Productions, LLC

Fort Worth, Texas USA
Marketing Scales Handbook, V5. Copyright © 2009, Gordon C. Bruner II.
All rights reserved.

ISBN 978-0-615-27327-3

The reviews of measurement scales provided in this book are the intellectual
property of Gordon C. Bruner II published by GCBII Productions, LLC.
Unless otherwise noted, ownership and copyright of the scales themselves is
not clear. The overwhelming majority of scales can be used freely but citations
of the original sources or some previous users is expected when reports or
papers are written that refer to the scales.

Published in the United States of America.

GCBII Productions, LLC

6109 Timberwolfe Lane.
Ft. Worth, TX 76135 USA
gcbii@marketingscales.com
817-677-8876
 Table of Contents
. . . . . . . . . . .

Preface xviii
Acknowledgements xix
Introduction xx

Scale # Construct Name Page #

#001 Abstractness 1
#002 Acceptability of Alternative Service Providers 2
#003 Account Planner Evaluation (Awards) 3
#004 Account Planner Evaluation (Market Metrics) 4
#005 Account Planner Evaluation (Personal Feedback) 5
#006 Accountability (Outcome) 6
#007 Accountability (Procedural) 7
#008 Accountability Degree 8
#009 Achievement Importance 9
#010 Action Tendency 11
#011 Ad-evoked Product Usage Thoughts 12
#012 Aesthetic Appeal of Interior Design 13
#013 Aesthetic Evaluation 14
#014 Affective Response (General) 15
#015 Affective Response (Negative) 16
#016 Affective Response (Negative) 20
#017 Affective Response (Negative) 21
#018 Affective Response (Positive) 22
#019 Affective Response (Positive) 25
#020 Affective Response (Positive) 26
#021 Affective Response (Positive) 27
#022 Affective Response (Positive) 28
#023 Affective Response to the Ad (Approval) 29
#024 Affective Response to the Ad (Disapproval) 31
#025 Affective Response to the Ad (Empathy) 32
#026 Affective Response to the Ad (Positive) 34
#027 Affective Response to the Ad (Positive) 35
#028 Affective Response to the Ad (Positive) 37
#029 Affective Response to the Ad (Sympathy) 38
#030 Ambivalence of Product Evaluation 39
#031 Anger 40
#032 Anxiety 42
#033 Anxiety (Technological) 44
#034 Arousal 45
#035 Attention to Ad (Message Relevance) 48
#036 Attention to the Ad (General) 50
#037 Attention to the Commercials 52
#038 Attitude Strength 53
Table of Contents

#039 Attitude Toward Advertising (Role Portrayals) 54

#040 Attitude Toward Advertising (Skepticism) 55
#041 Attitude Toward Health Risk 57
#042 Attitude Toward Political Advertising (Negative) 58
#043 Attitude Toward Private Label Brands 59
#044 Attitude Toward Product Placement 61
#045 Attitude Toward Selling the Object 63
#046 Attitude Toward Store Background Music 64
#047 Attitude Toward Teenage Smokers 66
#048 Attitude Toward the Act (General) 67
#049 Attitude Toward the Act (Boycotting) 71
#050 Attitude Toward the Act (Purchase) 72
#051 Attitude Toward the Ad (General) 73
#052 Attitude Toward the Ad (Affective) 75
#053 Attitude Toward the Ad (Affective) 79
#054 Attitude Toward the Ad (Believability) 80
#055 Attitude Toward the Ad (Cognitive) 82
#056 Attitude Toward the Ad (Confusion) 84
#057 Attitude Toward the Ad (Entertaining) 86
#058 Attitude Toward the Ad (Evaluative Judgments) 87
#059 Attitude Toward the Ad (General) 89
#060 Attitude Toward the Ad (Humor) 102
#061 Attitude Toward the Ad (Humor) 104
#062 Attitude Toward the Ad (Informativeness) 105
#063 Attitude Toward the Ad (Informativeness) 106
#064 Attitude Toward the Ad (Intrusiveness) 107
#065 Attitude Toward the Ad (Nostalgia) 109
#066 Attitude Toward the Ad (Unipolar) 110
#067 Attitude Toward the Advertiser 112
#068 Attitude Toward the Advertiser 114
#069 Attitude Toward the Article 115
#070 Attitude Toward the Brand 116
#071 Attitude Toward the Brand & Product Category 117
#072 Attitude Toward the Brand (Search Costs) 119
#073 Attitude Toward the Brand (Trustworthiness) 120
#074 Attitude Toward the Brand Name 121
#075 Attitude Toward the Charity 122
#076 Attitude Toward the Company (Employee Relations) 123
#077 Attitude Toward the Company (General) 124
#078 Attitude Toward the Company (General) 125
#079 Attitude Toward the Company (General) 127
#080 Attitude Toward the Company (Social Responsibility) 128
#081 Attitude Toward the Company's Altruism (Negative) 129
#082 Attitude Toward the Company's Altruism (Positive) 130
#083 Attitude Toward the Company's Altruism (Positive) 131
#084 Attitude Toward the Coupon Promotion 132
#085 Attitude Toward the Loyalty Program 133
#086 Attitude Toward the Manufacturer (Trust) 134
#087 Attitude Toward the Object (Affective) 136
#088 Attitude Toward the Object (Disgusting) 137
#089 Attitude Toward the Object (Fun) 138

iv Marketing Scales Handbook

#090 Attitude Toward the Object (General) 139
#091 Attitude Toward the Object (General) 141
#092 Attitude Toward the Political Ad 142
#093 Attitude Toward the Product 144
#094 Attitude Toward the Product (Achievement Goal) 145
#095 Attitude Toward the Product (Affective) 147
#096 Attitude Toward the Product (High Tech) 148
#097 Attitude Toward the Product (Knowledge Function) 149
#098 Attitude Toward the Product (Necessity-Luxury Status) 150
#099 Attitude Toward the Product (Nutritiousness) 151
#100 Attitude Toward the Product (Protection Goal) 152
#101 Attitude Toward the Product (Public-Private Consumption) 154
#102 Attitude Toward the Product (Social-Adjustive Function) 156
#103 Attitude Toward the Product (Utilitarian Function) 157
#104 Attitude Toward the Product (Value-Expressive Function) 158
#105 Attitude Toward the Product in the Ad 159
#106 Attitude Toward the Product Price 160
#107 Attitude Toward the Product Price 161
#108 Attitude Toward the Product-Brand (General Evaluative) 162
#109 Attitude Toward the Product-Brand (General Evaluative) 181
#110 Attitude Toward the Product-Brand (Healthiness) 183
#111 Attitude Toward the Product-Brand (Hedonic) 184
#112 Attitude Toward the Product-Brand (Hedonic) 186
#113 Attitude Toward the Product-Brand (Utilitarian) 187
#114 Attitude Toward the Spokesperson (General) 189
#115 Attitude Toward the Spokesperson (Likeability) 190
#116 Attitude Toward the TV Program 191
#117 Attitude Toward the Website (Absence of Errors) 192
#118 Attitude Toward the Website (Affective) 193
#119 Attitude Toward the Website (Attractiveness) 194
#120 Attitude Toward the Website (Clarity of Privacy Policy) 195
#121 Attitude Toward the Website (Cognitive) 196
#122 Attitude Toward the Website (Community Features) 197
#123 Attitude Toward the Website (Community) 198
#124 Attitude Toward the Website (Content Interactivity) 199
#125 Attitude Toward the Website (Credibility) 200
#126 Attitude Toward the Website (Cultivation) 201
#127 Attitude Toward the Website (Customer Care) 202
#128 Attitude Toward the Website (Customization) 203
#129 Attitude Toward the Website (Design Clarity) 204
#130 Attitude Toward the Website (Design) 205
#131 Attitude Toward the Website (Economic Value) 206
#132 Attitude Toward the Website (Entertaining) 208
#133 Attitude Toward the Website (Entertaining) 210
#134 Attitude Toward the Website (Escapism) 211
#135 Attitude Toward the Website (Fulfillment Reliability) 213
#136 Attitude Toward the Website (General) 214
#137 Attitude Toward the Website (General) 216
#138 Attitude Toward the Website (Order Fulfillment) 217
#139 Attitude Toward the Website (Pleasantness) 218
#140 Attitude Toward the Website (Product Assortment) 219
Table of Contents

#141 Attitude Toward the Website (Quality Image) 220

#142 Attitude Toward the Website (Safety) 221
#143 Attitude Toward the Website (Security) 222
#144 Attitude Toward the Website (Service) 223
#145 Attitude Toward the Website (Shopping Assistance) 224
#146 Attitude Toward the Website (Shopping Efficiency) 225
#147 Attitude Toward the Website (Trust) 227
#148 Attitude Toward the Website (Visual Appeal) 228
#149 Attitude Toward the Website (Visual Appeal) 230
#150 Attitude Toward Voting 231
#151 Attitude Towards the Spokesperson 232
#152 Attractiveness of Competitors 234
#153 Authenticity Evidence 236
#154 Behavioral Control 237
#155 Behavioral Intention (Brand) 239
#156 Behavioral Intention (General) 240
#157 Behavioral Intention Toward the Product in the Ad 246
#158 Behavioral Intention Toward the Product in the Ad 247
#159 Believability of the Information 248
#160 Benevolence Importance 250
#161 Benevolence of the Business 252
#162 Benevolence of the Employees 253
#163 Biotech Companies' Compliance with Regulation 254
#164 Biotech Companies' Efficacy 255
#165 Biotech Regulation 256
#166 Boycotting Counterarguments 257
#167 Boycotting Effectiveness 259
#168 Brand Community Engagement 260
#169 Brand Community Identification 261
#170 Brand Community Interest 262
#171 Brand Community Loyalty 263
#172 Brand Equity 264
#173 Brand Expansion Plausibility 266
#174 Brand Extension Fit (General) 267
#175 Brand Extension Fit (General) 268
#176 Brand Extension Fit (Usage-Based) 269
#177 Brand Personality (Excitement) 271
#178 Brand Personality (Integrity) 273
#179 Brand Personality (Nurturance) 274
#180 Brand Personality (Ruggedness) 275
#181 Brand Personality (Sincerity) 277
#182 Brand Personality (Sophistication) 279
#183 Brand Prominence 281
#184 Brand Similarity 282
#185 Brand Switcher 283
#186 Calmness 284
#187 Change Seeking 285
#188 Charity Donation Requests (Corporate) 287
#189 Charity Support Importance 288
#190 Choice Difficulty 289
#191 Closure Concern 290

vi Marketing Scales Handbook

#192 Commitment to the Brand 291
#193 Commitment to the Brand 293
#194 Commitment to the Company (Affective) 294
#195 Commitment to the Company (Affective) 296
#196 Commitment to the Company (Affective) 298
#197 Commitment to the Company (Calculative) 299
#198 Commitment to the Company (Calculative) 301
#199 Commitment to the Company (Continuance) 302
#200 Commitment to the Company (General) 303
#201 Commitment to the Company (General) 304
#202 Commitment to the Company (General) 306
#203 Commitment to the Company (Normative) 307
#204 Commitment to the Dealership 308
#205 Commitment to the Service Provider 309
#206 Commitment to the Store (Affective) 310
#207 Communication Openness (Patient-Physician) 311
#208 Community Value 312
#209 Comparison Shopping Necessity 313
#210 Comparison Valence of the Ad 314
#211 Compatibility of the Product 315
#212 Competence of the Airline 316
#213 Competence of the Employee (Social) 317
#214 Competence of the Employee (Task) 319
#215 Competence of the Employees 320
#216 Competence of the Store 321
#217 Complaint Behavior 322
#218 Complaint Intentions (Third Party) 323
#219 Complaint Success Likelihood 325
#220 Complementarity of Products 327
#221 Complexity of the Service 328
#222 Compliance with Physician's Instructions 329
#223 Compliance with Weight Loss Program 330
#224 Compulsive Buying 331
#225 Computer Importance in the Home 333
#226 Computer's Effect on Home Activities 334
#227 Confidence (General) 335
#228 Confidence (Voter) 337
#229 Conflict (Decision) 338
#230 Conformity Importance 340
#231 Congruence (General) 342
#232 Congruence (Self with Brand ) 343
#233 Congruence of the Ad 344
#234 Congruence of the Ad (External) 345
#235 Connectedness with Television Program 346
#236 Consistency Motivation (Internal) 348
#237 Consumption Affect 349
#238 Consumption Affect (Anticipated) 350
#239 Consumption Assortment Aesthetic Evaluation 351
#240 Consumption Occasion (Hedonic-Utilitarian) 352
#241 Control of Shopping Process 353
#242 Coping Strategy (Action) 354
Table of Contents

#243 Coping Strategy (Avoidance) 355

#244 Coping Strategy (Denial) 356
#245 Coping Strategy (Emotional Support) 357
#246 Coping Strategy (Emotional Venting) 358
#247 Coping Strategy (Instrumental Support) 359
#248 Coping Strategy (Positive Thinking) 360
#249 Coping Strategy (Rational Thinking) 361
#250 Corporate Community Relations 362
#251 Corporate Social Responsibility (Treatment of Workers) 364
#252 Credibility (Attractiveness) 365
#253 Credibility (Expertise) 367
#254 Credibility (Expertise) 370
#255 Credibility (General) 371
#256 Credibility (Trustworthiness) 372
#257 Credibility (Trustworthiness) 376
#258 Credibility of the Company 377
#259 Crowding 379
#260 Cultural Orientation (Horizontal Collectivism) 381
#261 Cultural Orientation (Horizontal Individualism) 383
#262 Curiosity about the Product 385
#263 Cynicism (Political) 386
#264 Cynicism (Political) 387
#265 Depression 389
#266 Depression 391
#267 Desirable Responding 393
#268 Discomfort (Psychological) 396
#269 Discomfort (Psychological) 397
#270 Disconfirmation 398
#271 Dissatisfaction 401
#272 Donation Likelihood 402
#273 Ease of Generating Reasons 403
#274 Ease of Use 404
#275 Ease of Use 406
#276 Ease of Use 407
#277 Ease of Use 409
#278 Easiness 410
#279 Efficacy (Political) 411
#280 Efficacy (Website Quality Judgment) 412
#281 Employee Effort 413
#282 Envy 414
#283 Ethicality 416
#284 Ethnocentrism 418
#285 Expertise (General) 422
#286 Expertise (Personal) 423
#287 Expertise (Product Prices) 425
#288 Expertise (Source) 426
#289 Exploratory Consumer Tendencies 428
#290 Expressiveness of Product Usage 432
#291 Extra-Role Behaviors (Service Rep) 433
#292 Factory Closing Egregiousness 434
#293 Fairness of the Offer 435

viii Marketing Scales Handbook

#294 Fallibility 436
#295 Familiarity of the Object 437
#296 Familiarity of the Object 438
#297 Familiarity with the Product Category & Brand 440
#298 Family Communication (Concept-Oriented, Child's View) 442
#299 Family Communication (Socio-Oriented, Child's View) 444
#300 Family Importance 446
#301 Family Resources 447
#302 Family Stressors 449
#303 Fear of Disapproval 451
#304 Fearfulness 452
#305 Financial Needs 453
#306 Fit (Company with Industry) 454
#307 Flow (Shopping) 455
#308 Food Fat Knowledge (Subjective) 456
#309 Fun 457
#310 Generality of Product Image 459
#311 Generosity 460
#312 Goal Attainment 462
#313 Goal Similarity (Fit) 463
#314 Goal Similarity (Ideal Attributes) 465
#315 Headline Meaning Openness 467
#316 Help Provision Likelihood (Customer to Business) 468
#317 Honesty 469
#318 Iconicity with Fiction 470
#319 Iconicity with History 471
#320 Iconicity with Old Things 472
#321 Identification with Brand 473
#322 Identification with Brand 474
#323 Identification with Role 475
#324 Identity Appraisal (Reflected) 476
#325 Identity Appraisal (Self) 477
#326 Image of the Political Candidate 478
#327 Imagery Vividness (Multiple Senses) 479
#328 Imagery Vividness (Visual) 483
#329 Importance (Product Attribute) 485
#330 Impulse Buying 486
#331 Independence 488
#332 Independence-Interdependence 489
#333 Indexicality (Actual Contact) 492
#334 Indexicality (Hypothetical Contact) 493
#335 Indexicality (Telepresence) 494
#336 Indexicality With Era 495
#337 Innovativeness (Product Trial) 496
#338 Innovativeness (Use) 497
#339 Intangibility (Mental) 498
#340 Intention to Get a Mammogram 499
#341 Intention to Recommend 500
#342 Interdependence 502
#343 Interest (General) 503
#344 Interest in Advertisements 505
Table of Contents

#345 Interest in the Ad Vehicle 506

#346 Internet Search Skill 507
#347 Internet Shopping (Convenience) 508
#348 Internet Shopping (Site Design) 510
#349 Internet Usage (Convenience Motivation) 512
#350 Internet Usage (Entertainment Motivation) 513
#351 Internet Usage (Information Motivation) 514
#352 Internet Usage (Social Motivation) 515
#353 Internet Usage (Time) 516
#354 Internet Usage Control 517
#355 Internet Usage Skill 518
#356 Intimacy with Company 519
#357 Investment Strategy (Prevention Benefits) 520
#358 Investment Strategy (Promotion Benefits) 521
#359 Involvement (Enduring) 522
#360 Involvement (Situational) 528
#361 Involvement in the Experimental Task 530
#362 Involvement in the Message (Motivation) 531
#363 Involvement in the Message (Processing Effort) 532
#364 Involvement in the Task (Distraction) 533
#365 Involvement in the Task (Processing Effort) 534
#366 Involvement with Coupons 535
#367 Involvement with Politics 538
#368 Involvement with Reading Task 539
#369 Involvement with Sales Promotion Deals 540
#370 Involvement with Store Type 542
#371 Involvement with the Brand (Interest) 543
#372 Involvement with the Brand (Pleasure) 545
#373 Involvement with the Brand (Risk Importance) 547
#374 Involvement with the Brand (Risk Probability) 549
#375 Involvement with the Brand (Signal) 551
#376 Involvement with the Product 553
#377 Involvement with the Product 554
#378 Involvement with the Product Category 555
#379 Involvement with the Product's Description 557
#380 Involvement with the Voting Decision 559
#381 Joy 560
#382 Justice (Distributive) 563
#383 Justice (Distributive) 565
#384 Justice (Distributive) 567
#385 Justice (Interactional) 568
#386 Justice (Interactional) 570
#387 Justice (Interactional) 572
#388 Justice (Procedural) 573
#389 Justice (Procedural) 575
#390 Justifiability of the Decision 576
#391 Knowledge (Subjective) 577
#392 Knowledge of the Brand 578
#393 Knowledge of the Product Class 579
#394 Knowledge of the Product Class 581
#395 Knowledge of the Product Class 583

x Marketing Scales Handbook

#396 Knowledge of the Product Class 584
#397 Knowledge of the Product Class 585
#398 Knowledge of the Product Class 587
#399 Knowledge of the Product Class 588
#400 Locus of Control (General) 589
#401 Locus of Control (Health) 591
#402 Loyalty (Action) 593
#403 Loyalty (Active) 594
#404 Loyalty (Active) 597
#405 Loyalty (Affective) 598
#406 Loyalty (Brand) 599
#407 Loyalty (Cognitive) 600
#408 Loyalty (Conative) 601
#409 Loyalty (Passive) 602
#410 Loyalty Proneness (Product) 603
#411 Loyalty to Company (Post-Complaint) 605
#412 Loyalty to the Airline 606
#413 Loyalty to the e-Retailer 607
#414 Loyalty to the Financial Adviser 608
#415 Loyalty to the Store 609
#416 Loyalty to the Store 610
#417 Machiavellianism (Mach IV) 612
#418 Mammogram Costs 614
#419 Market Mavenism 615
#420 Materialism (Centrality) 616
#421 Materialism (General) 619
#422 Materialism (Happiness) 621
#423 Materialism (Success) 624
#424 Meaningfulness (General) 627
#425 Mood 629
#426 Need for Cognition 630
#427 Need for Cognitive Closure 635
#428 Need For Evaluation 637
#429 Need for Humor 639
#430 Need for Interaction (Service Encounters) 641
#431 Need for Touch (Autotelic) 642
#432 Need for Touch (Instrumental) 644
#433 Need for Touch (Instrumental) 646
#434 Need for Unique Products 647
#435 Need for Uniqueness (General) 649
#436 Neuroticism 652
#437 New Product Attributes (Value Added) 654
#438 Normative Compliance (Usage of Product) 656
#439 Novelty (General) 657
#440 Nutrition Information Interest 659
#441 Nutrition Interest 660
#442 Nutrition Knowledge (Subjective) 661
#443 Optimism 662
#444 Ordering Option Beliefs (Ease of Use) 663
#445 Organizational Prestige 665
#446 Originality 667
Table of Contents

#447 Outcome Status 669

#448 Participative Decision-Making (Patient-Physician Interaction) 670
#449 Patronage Frequency 671
#450 Performance Quality 672
#451 Persuasiveness of the Ad 674
#452 Persuasiveness of the Ad 675
#453 Persuasiveness of the Information 676
#454 Planning (Product Usage) 678
#455 Pleasantness 679
#456 Pleasure 681
#457 Popularity of the Object 684
#458 Possessiveness 685
#459 Power (Expert) 687
#460 Power Importance 689
#461 Powerlessness 691
#462 Price as a Quality Indicator 692
#463 Price Comparison Likelihood 693
#464 Price Fairness 694
#465 Price Perception (Internal Reference) 695
#466 Price Perception (Store Comparison) 696
#467 Price Perception (Store Comparison) 697
#468 Price-Consciousness 698
#469 Price-Consciousness 701
#470 Price-Consciousness 703
#471 Price-Quality Relationship 704
#472 Price-Quality Relationship 705
#473 Pride 706
#474 Problem-Solving Orientation of the Airline 707
#475 Problem-Solving Orientation of the Employees 708
#476 Problem-Solving Orientation of the Store 709
#477 Processing Goals (Advertisement) 710
#478 Product Innovativeness 711
#479 Product Replacement Motivation 712
#480 Product-Story Connection 714
#481 Proximity 715
#482 Purchase Experience 716
#483 Purchase Intention 717
#484 Purchase Intention 720
#485 Purchase Intention 722
#486 Purchase Intention 723
#487 Purchase Intention 725
#488 Purchase Intention 726
#489 Purchase Intention Toward the Product in the Ad 727
#490 Purchase Intention Toward the Product in the Ad 729
#491 Purchase Secrecy 730
#492 Purchase-Related Communication (Parent's View) 731
#493 Quality of the Brand 733
#494 Quality of the Clothing 735
#495 Quality of the Food 736
#496 Quality of the Grocer's Products 737
#497 Quality of the Product 738

xii Marketing Scales Handbook

#498 Quality of the Product 740
#499 Quality of the Product 741
#500 Quality of the Restaurant 742
#501 Reason Generation Difficulty 743
#502 Reciprocity (Organization-Individual) 744
#503 Recycling (Social Norms) 745
#504 Refund Claim Likelihood 746
#505 Regret (Decision) 747
#506 Relational Bonds (Financial) 748
#507 Relational Bonds (Social) 749
#508 Relational Bonds (Structural) 750
#509 Relative Advantage of the Product 751
#510 Relevance of the Information 752
#511 Relevance of the Product Attribute 754
#512 Religion Importance 755
#513 Repatronage Intention 756
#514 Repatronage Intention 757
#515 Resource Demands 758
#516 Response Difficulty 759
#517 Results of the Store’s High Prices 761
#518 Risk (Financial) 762
#519 Risk (Food Product Quality) 763
#520 Risk (General) 765
#521 Risk (Performance) 766
#522 Risk (Performance) 767
#523 Risk (Personal) 768
#524 Risk of Self-Service Technology 770
#525 Sadness 771
#526 Satisfaction (General) 773
#527 Satisfaction (General) 776
#528 Satisfaction (General) 778
#529 Satisfaction (General) 781
#530 Satisfaction (Voter) 782
#531 Satisfaction with Car Brand 531
#532 Satisfaction with Car Dealership 784
#533 Satisfaction with Choice of Service Provider 785
#534 Satisfaction with Company (Post Complaint) 786
#535 Satisfaction with Complaint Process 787
#536 Satisfaction with Educational Institution 788
#537 Satisfaction with Encounter 789
#538 Satisfaction with Grocer's Customer Service 790
#539 Satisfaction with Health Plan 791
#540 Satisfaction with Hypothetical Experience 792
#541 Satisfaction with Internet Search Process 793
#542 Satisfaction with Life 794
#543 Satisfaction with Most Recent Experience 795
#544 Satisfaction with Performance 796
#545 Satisfaction with Problem Resolution 798
#546 Satisfaction with Purchase Experience 800
#547 Satisfaction with Retailers 802
#548 Satisfaction with Service 804
Table of Contents

#549 Satisfaction with Service 805

#550 Satisfaction with Service 807
#551 Satisfaction with Service Provider 808
#552 Satisfaction with Service Provider 809
#553 Satisfaction with Shopping Experience 810
#554 Satisfaction with Store 811
#555 Satisfaction with Weight Loss Program 812
#556 Security Importance 813
#557 Security of Internet Financial Transactions 815
#558 Self-Confidence (Bargaining Tactics) 816
#559 Self-Confidence (Expressing Opinions in Stores) 817
#560 Self-Confidence (Judgment Correctness) 818
#561 Self-Consciousness (Private) 819
#562 Self-Consciousness (Public) 820
#563 Self-Direction Importance 822
#564 Self-Efficacy 824
#565 Self-Efficacy (Resisting Pressure to Smoke) 825
#566 Self-Monitoring 826
#567 Self-Referencing 828
#568 Self-Regulatory Focus (Prevention) 829
#569 Self-Regulatory Focus (Promotion) 831
#570 Self-View in Choice Task 833
#571 Service Failure Attributions (Internal) 834
#572 Service Failure Cause Permanency 835
#573 Service Failure Severity 836
#574 Service Failure Typicality 837
#575 Service Personalization Effort 838
#576 Service Quality (Empathy) 839
#577 Service Quality (Global) 840
#578 Service Quality (Heterogeneity) 841
#579 Service Quality (Outcome-Related for Financial Adviser) 842
#580 Service Quality (Process-Related for Financial Adviser) 843
#581 Service Quality of the Employee 844
#582 Service Quality of the Employees 845
#583 Service Quality of the Store's Employees 846
#584 Service Quality of the Website 848
#585 Service Quality of the Website 850
#586 Service Recovery Expectations 852
#587 Service Usage Breadth 853
#588 Shame 854
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#591 Shopping Convenience (Check-Out) 859
#592 Shopping Convenience (Finding Products) 860
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#594 Shopping Convenience (Store Access) 862
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xiv Marketing Scales Handbook

Another Random Scribd Document
with Unrelated Content
For more than a month Telstar I behaved as it should, and our
communications experiments, including television broadcasts, were
resumed on January 3rd. During this time we used both normal
commands and our special notched-pulse modified commands.
Whenever normal commands became intermittent we used the
modified commands to disconnect the battery for several eclipses.

Our good fortune, however, did not last. Continued exposure to

radiation apparently led to further damage to Telstar I’s transistors.
By February 14th, disconnecting the storage battery no longer
returned the decoder to normal, and we could operate only with our
modified commands. And, on the 21st, the satellite apparently
misinterpreted a command, disconnected its storage battery, and
went silent. Since then, none of our modified commands has been
able to bring back its voice. There is still a possibility that Telstar I
may recover if it remains out of the high-radiation part of space for a
long enough period—but as time goes by this appears less likely.

However, our work was not in vain. Because we pinpointed the

effects of radiation on the transistors in Telstar I, this problem was
counteracted on the Telstar II satellite launched on May 7, 1963 (see
page 31). To avoid the worst of the radiation effects, the second
Telstar is in a considerably larger orbit, which causes it to spend less
time in the heaviest high-energy Van Allen belt regions. It carries
new radiation detectors with much greater measuring capacity. And
in one of Telstar II’s command decoders we are using a new type of
transistor, which we hope will not be affected nearly as much by
radiation as were the ones in Telstar I’s ill-fated decoders.

E. Jared Reid was born in Hartford, Connecticut, and received a B.S.

from Trinity College in 1956, a B.E.E. from Rensselaer Polytechnic
Institute in 1957, and an M.E.E. from New York University in 1959.
He joined Bell Telephone Laboratories in 1957, and has worked on
the design and testing of the Time Assignment Speech
 Interpolation (TASI) system for the transatlantic cable, as well as
on transistor circuits for the Telstar satellite.

86
A Final Note to the Reader

Now, having read Part II of Satellite Communications Physics, you

should have an idea how we predict the orbit of an artificial satellite
and how we find out where it points while passing a thousand miles
above our heads. You can see how we pick the best material to cover
its surface with and how we protect its solar cells from the hazards of
space. And you have watched the steps we would take when our
satellite stops working properly.

It would, we admit, take a little more experience to solve problems

like these on your own—and to deal with all the other complications
of satellite communications. But we hope our brief glimpses into the
laboratory have shown what this experience might be like. Our six
case histories have only scratched the surface, but they should give
you a good idea of the fascinating work that goes into practical
science and engineering. They should show that something like
Project Telstar doesn’t succeed only because of far-sighted,
imaginative thinking—nor only because of ingenious engineering. It
draws upon the best of both of these.

Along the way, we hope you have noticed some important guideposts
—things like Newton’s law of gravitation, the law of reflection of light,
the Stefan-Boltzmann law. They typify the basic principles of physics
that engineers and scientists, whatever they do, must always keep in
mind. No matter how exotic or up-to-the-minute the application, the
ground rules of physics must be followed. If we have convinced you
of this, we have done what we set out to do!

87
Suggested Reading
If you would like to read further about satellite communications in
general or get some information about the case histories in Part II,
you may be interested in using the following reading list. The
references under each of the subheadings are listed chronologically;
they include books, reports, technical papers, and magazine articles.
As you can see, some of these ought to be understandable by almost
anyone, but others are quite technical in nature.

For further background in the basic physical principles that are

discussed in Part II, you may refer to many good high school and
college physics texts. An increasing number of useful physics books—
both originals and reprints—are now being published in paperback
form.

Satellite Communications

Arthur C. Clarke, “Extra-Terrestrial Relays—Can Rocket Stations Give World-Wide

Radio Coverage?,” Wireless World, October 1945, page 305.

John R. Pierce, “Orbital Radio Relays,” Jet Propulsion, April 1955, page 153.

John R. Pierce and Rudolf Kompfner, “Transoceanic Communication by Means of

Satellites,” Proceedings of the I.R.E., March 1959, page 372.

John R. Pierce, “Exotic Radio Communications,” Bell Laboratories Record,

September 1959, page 323.

Steven M. Spencer, “Dial ‘S’ for Satellite,” The Saturday Evening Post, January 14,
1960, page 13.

Space Electronics Issue, Proceedings of the I.R.E., April 1960.

William Meckling, “Economic Potential of Communication Satellites,” Science, June

16, 1961, page 1885.

Special Issue on Project Echo, Bell System Technical Journal, July 1961.

C. C. Cutler, “Radio Communication by Means of Satellites,” Planetary and Space

Science Journal, July 1961, page 254.
W. C. Jakes, Jr., “Project Echo,” Bell Laboratories Record, September 1961, page
306.

John R. Pierce, “Communication Satellites,” Scientific American, October 1961,

page 90.

United States Senate, Committee on Aeronautical and Space Sciences,

Communication Satellites: Technical, Economic, and International Developments
(staff report), U. S. Government Printing Office, Washington, 1962.

L. J. Carter, editor, Communications Satellites, Academic Press, New York and

London, 1962.

“Situation Report on Communications Satellites,” Interavia, June 1962, page 749.

Leonard Jaffe, “Communications by Satellite,” International Science and

Technology, August 1962, page 44.

“Communicating by Satellite,” Business Week, October 27, 1962, page 86.

Project Telstar

Rowe Findley, “Telephone a Star,” National Geographic, May 1962, page 638.

Louis Solomon, Telstar, McGraw-Hill Book Company, New York, 1962.

Special Telstar Issue, Bell Laboratories Record, April 1963.

Special Telstar Issue, Bell System Technical Journal, July 1963.

88
Satellite Communications Case Histories

1. How Do We Calculate a Satellite’s Orbit?

Mario Iona, “Satellite Orbits,” The Physics Teacher, May 1963, page 55.

A. J. Claus et al., “Orbit Determination and Prediction and Computer Programs,”

Bell System Technical Journal, July 1963, page 1357.

2. What Color Should a Satellite Be?

P. T. Haury, “Thermal Design of the Electronics Canister,” Bell Laboratories Record,
April 1963, page 161.

J. W. West, “Space Hardware Aspects of the Satellite,” Bell Laboratories Record,

April 1963, page 167.

Peter Hrycak, et al., “The Spacecraft Structure and Thermal Design Considerations,”
Bell System Technical Journal, July 1963, page 973.

3. How Do We Make Optical Measurements on a Satellite?

W. C. Jakes, Jr., “Participation of the Holmdel Station in Project Telstar,” Bell System
Technical Journal, July 1963, page 1421.

4. How Do We Keep Solar Cell Power Plants Working in Space?

D. M. Chapin et al., “The Bell Solar Battery,” Bell Laboratories Record, July 1955,
page 241.
[6]
G. R. Frost, From Sun to Sound, Bell Telephone Laboratories, New York, 1961.

F. M. Smits, K. D. Smith, and W. L. Brown, “Solar Cells for Communications

Satellites in the Van Allen Belt,” Journal of the British I.R.E., August 1961, page
161.

D. M. Chapin, Energy from the Sun, Bell Telephone Laboratories, New York, 1962.
[6]

R. E. D. Anderson et al., “The Satellite Power System,” Bell Laboratories Record,

April 1963, page 142.

K. D. Smith et al., “The Solar Cells and Their Mounting,” Bell System Technical
Journal, July 1963, page 1765.

5. Would Time Delay Be a Problem in Using a Synchronous Satellite?

G. M. Phillips, “Echo and Its Effect on the Telephone User,” Bell Laboratories
Record, August 1954, page 281.

W. A. van Bergeijk, J. R. Pierce, and E. E. David, Jr., Waves and the Ear, Anchor
Books (Science Study Series paperback), Doubleday & Company, New York,
1960.
R. P. Haviland, “The Synchronous Satellite,” in Communications Satellites, L. J.
Carter, editor, Academic Press, New York and London, 1962, page 113.

6. How Do We Repair an Orbiting Satellite?

D. S. Peck et al., “Surface Effects of Radiation on Transistors,” Bell System Technical
Journal, January 1963, page 95.

“Fixing Up Telstar,” Time, January 18, 1963, page 48.

E. P. Moore and W. J. Maybach, “Satellite Command and Telemetry Systems,” Bell

Laboratories Record, April 1963, page 156.

J. S. Mayo et al., “The Command System Malfunction of the Telstar Satellite,” Bell
System Technical Journal, July 1963, page 1631.

Note: The Bell Laboratories Record is published by Bell Telephone

Laboratories, Incorporated, 463 West Street, New York 14, New
York. The Bell System Technical Journal is published by the
American Telephone and Telegraph Company, 195 Broadway, New
York 7, New York.

The Editor

Ronald M. Foster, Jr., was born in Plainfield, New Jersey, and received
an A.B. degree from Harvard College in 1948. He joined Bell
Telephone Laboratories in 1956, and is a member of the Educational
Aids Department of the Public Relations and Publication Division. He
is engaged in development of material for the Bell System Aid to High
School Science Program.
 Footnotes

[1]
This is obtained from k = gR², where g is the acceleration due to
gravity and R is the radius of the earth. (Here, we can use k =
96,500 miles³ per second².)

[2]
Donald R. Herriott of Bell Labs had suggested using plane
reflectors on satellites as long ago as 1957—although his idea
was that this would increase their visibility, rather than aid in
determining their attitude.

[3]
This method was developed by D. W. Hill of Bell Telephone
Laboratories.

[4]
We will not attempt to go into all the details of semiconductor
physics here. If you would like to know more about how solar
cells work, refer to the Suggested Reading on page 88.

[5]
See pages 42 and 43.

[6]
Published as part of the Bell System Aid to High School Science
Program.
 Transcriber’s Notes
Silently corrected a few typos.
Modified some image references to reflect the pageless flowable
eBook format.
Retained publication information from the printed edition: this
eBook is public-domain in the country of publication.
In the text versions only, text in italics is delimited by
_underscores_.
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