All new or new uses of previously developed scales in consumer behavior and advertising that appeared between 1998 and 2001. 654 scales are presented along with a description, the origin of the scale, reliability, validity, and other useful information for the academic and professional researcher. This volume includes two indices: by author and by publication.
Professor Bruner is internationally known for his books that review measurement scales useful in a broad range of consumer research. These books are used by researchers in both industry and academia when they want to find sophisticated measures of variables that will help them describe, profile, and predict consumers' attitudes, emotions, intentions, and behaviors. Dr. Bruner has been doing this work for over two decades and has produced five volumes in that time. (See his academic website for more information about each volume: scaleresearch.siuc.edu.)
In addition to his books, Dr. Bruner has been conducting research of his own and publishing it over the last three decades. In recent years, his studies have focused on technology and consumer behavior. Some of the recent publications are listed below.
A member of the College of Business faculty at Southern Illinois University, Dr. Bruner won the Undergraduate Teacher of the Year Award in 1998 and was on the Undergraduate Teacher Honor Roll Award in 1990 and 2009. He has been on the Research Honor Roll numerous times and was selected to be the college's Researcher of the Year in 2008. In 2009, he was selected to be the Outstanding Scholar for the College of Business (a university award). He holds bachelor's and master's degrees from Texas A&M University and a doctorate from the University of North Texas.
Born in Ft. Worth, Texas, Dr. Bruner is the son of an Air force officer and lived in several locations in the U.S. and England before settling in southern Illinois. There, he and his wife have raised four children and he has pursued his other passion - music. He has been writing and recorded his songs since he was a teenager. Although it is just a hobby, it is one from which he continues to get a lot of enjoyment. As with his books, Dr. Bruner believes that creating things that did not exist before is extremely fulfilling.
SELECTED RECENT PUBLICATIONS
Kulviwat, Songpol, Gordon C. Bruner II, and Obaid Al-Shuridah (2009), "The Effect of Social Influence on Adoption of High Technology Innovations: Moderating Effect of Situational Factors," Journal of Business Research, 62 (7), pp. 706-712.
Bruner II, Gordon C. (2009), "Marketing Scales Handbook: A Compilation of Multi-Item Measures for Consumer Behavior & Advertising" (V5), Carbondale, IL: GCBII Productions.
Nasco, Suzanne and Gordon C. Bruner II (2008), "Comparing Consumer Responses to Advertising and Non-advertising Mobile Communications," Psychology & Marketing, 25 (8), 822-838.
Bruner II, Gordon C., Anand Kumar, and Clyde Heppner (2007), "Predicting Innovativeness: Development of the Technology Acceptance Scale," lead chapter in New Research on Wireless Communications, Nova Science Publishers, Inc., 1-20.
Bruner II, Gordon C. and Anand Kumar (2007), "Gadget Lovers," Journal of the Academy of Marketing Science, 35 (3), 329 - 339.
Kulviwat, Songpol, Gordon C. Bruner II, Anand Kumar, Suzanne Nasco, and Terry Clark (2007), "Toward a Unified Theory of Consumer Technology Acceptance," Psychology & Marketing, 24 (12), 1067-1092.
Johnson, Grace, Gordon C. Bruner II, and Anand Kumar (2006), "Interactivity and Its Facets Revisited: Theory and Empirical Test," Journal of Advertising, 35 (4), 35-52.
Bruner II, Gordon C. and Anand Kumar (2005), "Applying TAM to Consumer Usage of Handheld Internet Devices," Journal of Business Research, 58 (5), 553-558.
