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Dear Professor,

I am exploring the area of consumer responses to marketing variables (like attitudes toward advertising, salespeople, pricing, branded products, stores). A scale has been used in the context of adolescents (Moschis, G.P. (1981). Patterns of Consumer Learning. Journal of the Academy of Marketing Science, 9(2), 110-126.). I wish to know if a scale appropriate for consumers in other age groups has been developed.

I have referred to the two handbooks in the ÂÜÀòÉç¹ÙÍø site. I did not find any appropriate scale, in the 1993 edition of the Handbook of Marketing Scales (Bearden, W.O., & Netemeyer, R.G.).

The scales (# 13 Attitude toward branded products, # 20 Attitude toward salespeople, # 199 Product-price relationship, # 263 Store familiarity importance, # 293 Attitude toward advertising) used by Moschis in the 1981 article, are found in the 1992 edition of the Marketing Scales Handbook (Bruner II, G.C., & Hensel, P.J.). It is mentioned in the Comments section of the handbook, that redevelopment and testing are needed, before the scales are used further. I have also corresponded with Prof.Moschis, who mailed me that ‘these scales were developed for young people, and would not work well with older people’.

I have also verified the TOC of the latest editions of these two handbooks, and I do not find any variance in the topics listed. 3 other handbooks have been published since the 1st volume (Bruner et al). Unfortunately, I do not have access to any of them. I have also searched the available electronic databases (EBSCO & ABI/INFORM), to no avail.

I will be very thankful to have your feedback.

Suresh Paul Antony
Doctoral Candidate – Marketing Area (FPM 3001)
Indian Institute of Management
Lucknow 226 013. India
Email: spa@iiml.ac.in

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