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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

agreement

The scale has four, seven-point items that measure how much a person changed his/her opinion of an object in order to maintain a good relationship with a particular person.

The extent to which a person, such as a viewer or consumer, believes that he/she is similar to the person who created a particular ad is measured using three, seven-point items.

How familiar a consumer is with the improvements made in a brand over some specified time period and his/her approval of the changes is measured with three, seven-point Likert-type items.

How much a person believes him-/herself to be the same as another person in multiple ways is measured with three, eight-point items.  Given the way the items are phrased, the other person is someone with whom the rater already has some form of relationship, e.g., neighbor, co-worker, physician.

The scale is composed of ten, five-point Likert-type items that measure the degree to which one member of a married couple believes that the two of them are in agreement with regard to money matters rather than having conflict. 

With three, five-point Likert-type items, the scale measures the degree to which a member of an online community feels accepted by other members and that they respect his/her opinions.

Using three, nine-point Likert-type items, the scale measures the degree to which a person views another person as having beliefs that are  consistent with his/her own.

The scale is composed of three, seven-point items that are intended to measure the degree of importance a person places on the integrity of an advertising agency and agreement on goals. As written, the scale does not measure a person's attitude toward a specific agency but rather the role this criterion should play in general when making a selection among agencies.