invaluable book is not a revision of the previous publications but a distinctly separate volume. The scales included here are either new or are newly devised adaptations of previous scales, and they were not described in either Volume I or II. Picking up where Volume II left off, this volume presents 941 scales culled from articles published in the top marketing journals between 1994 and 1997. The editors of this third volume clearly describe these scales, including the psychometric qualities, the samples with which they have been used, and some results of the studies in which they were used. They also give the origins of each scale, and describe how the new scale differs from its precedents. Combining this volume with the previous two, researchers have easy access to nearly 2000 measurement scales. Thus, users of this volume can avoid reinventing the wheel, as Marketing Scales will in many cases reduce the need to conceptualize, test, and validate a measure from scratch. This volume includes information about each scale?s validity, how it was measured, and how it could be improved. So Marketing Scales users can not only build on the previous work of other scholars, but strive to produce even higher quality researc

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