Mensuração e Desenvolvimento de Escalas em Marketing e Comportamento do Consumidor: Limites e Oportunidades na Era da Inteligência Artificial

Abstract The measurement of intangible constructs is one of the cornerstones of research in marketing and consumer behavior. The development of valid and reliable scales enables the quantification of attitudes, perceptions, and intentions, allowing for robust and replicable analyses. This article provides a critical review of recent literature on artificial intelligence (AI) in marketing, highlighting the lack of methodological discussions on measurement and scale development in the field’s leading studies. It argues that although AI offers significant advances in data analysis and strategy personalization, the literature lacks systematic approaches for the development and validation of measurement instruments. The article proposes pathways to integrate psychometric rigor with technological innovation to advance the field. Keywords: Measurement, Scales, Marketing, Artificial Intelligence