It's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to...

In the decades since publication of Churchill (1979), scale development in marketing has migrated in the direction of shorter scales and much smaller item pools. However, neither a justification for this trend, nor its implications for scale development, has been laid out. This paper focuses on...