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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

appearance

The seven, seven-point items in this scale are intended to measure a person’s self-consciousness regarding the way he/she looks and the desire to look good to others.  

With seven, seven-point items, the scale measures a person’s self-consciousness regarding the way a reference group of his/hers looks to others, particularly with respect to the area where the group members live.  

The attribution of human-like qualities such as self-awareness and desires to a brand is measured in the scale using three, seven-point Likert-type items.

Four, seven-point Likert-type items measure the degree to which a person believes that other customers in a particular service environment are nice looking.  As measured by the scale, the opinion is based on appearance rather than interaction.

The degree to which a person views an object has having human-like qualities is measured in this scale with three, seven-point Likert-type items.

The extent to which the parts of a visual object are viewed as being well organized and the text being readable is measured in this scale with three, seven-point semantic-differentials.

This scale uses three, seven-point Likert-type items to measure the degree to which a person believes that a particular website is well-constructed, especially in a visual sense.

The perceived attractiveness and appeal of an object is measured in this scale using three, seven-point semantic differentials.

The degree to which a person believes that the interior of a certain brand's stores are pleasant and organized well is measured using three, seven-point Likert-type items.  The scale is most suited for a chain of stores that is known for featuring its own branded products, e.g., Gap, Abercrombie & Fitch, Hollister.

The degree to which a person believes that a brand's products are modern and visually appealing is measured using three, seven-point Likert-type items.