Bruner's research focused for many years on consumer behavior and promotion. He may be best known, however, as the first professor in the field of marketing to regularly collect, organize, and publish reviews of psychometric scales developed in the discipline. Since 1992 he has authored eleven volumes of the Marketing Scales Handbook series. These books have been used by researchers in academia and industry around the world when they need to find measures for use in surveys and experiments. In 2011, his dream of putting all of these reviews in an online database was realized when MarketingScales.com made its debut. This is a further step in helping funnel the fruits of academic research to a wider audience of researchers who study consumer behavior.
The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research.
Dr. Bruner, Emeritus Professor of Marketing at Southern Illinois University, has been reviewing marketing-related scales for over two decades. In addition to the book, Dr. Bruner manages marketingscales.com, where reviews can be purchased individually.
In the area of multi-item scaled measurement he co-authored, with Dr. Gordon Bruner at Southern Illinois University in Carbondale, Marketing Scales Handbook: A Handbook of Multi-Item Measure of Marketing Related Constructs, 1992, AMA Press. This 1,315 page reference resource for marketing academics and practitioners is considered the premier book of its kind. It has been favorably received in almost all of the major marketing journals and is extensively cited in the marketing literature. A revised version of this book was reprinted in 1994. With Dr. Bruner, Dr. Hensel also provided a limited distribution prototype of this text and an update of its material in computer-searchable CD-ROM format published in 1995. Volume two of the Marketing Scales Handbook was published in August of 1996 by the AMA. This volume extends the original book from 1990-1993 and add two new journals to the data base from which multi-item scaled measures were researched.
Dr. Gordon C. Bruner II (Professor Emeritus, Southern Illinois University) received a B.B.A. and M.S. in marketing from Texas A&M University. His Ph.D. is from the University of North Texas. It was during his doctoral work that he learned about multi-item scales and began using them in his own empirical research. Several years of using scales led him to realize the difficulty researchers had in finding scales that had already been developed. That led to work on the original Marketing Scales Handbook. Its publication in 1992 was the first of its kind in the field of marketing. The continued work over the next two decades has led to Dr. Bruner being the leader in compiling and reviewing measurement scales that have been used in consumer insight research. The eight books he has published with reviews of scales are used by thousands of researchers in academia and industry around the world. He has also created a website where the scale reviews from all of the books can be found. The database is the largest collection of scales that have been used in marketing research. Apart from his scales books, Dr. Bruner's research has been published in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Advertising Research, the Journal of Retailing, Psychology & Marketing, the Journal of Business Research, and many other journals. 59ce067264