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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

appropriateness

This very simple three-item, seven-point Likert-type scale measures a person’s attitude about the price of a particular good or service with the emphasis on its acceptability.

The degree to which a sponsoring entity and a sponsee are viewed as fitting together well is measured with three, seven-point semantic differentials.  (A sponsee is the entity being sponsored, such as an event, an organization, or a cause.)

The degree to which a person believes that something is inappropriate and scandalous is measured with five, seven-point Likert-type items.

The scale has four, seven-point Likert-type items that measure the degree to which a person believes that a company uses his/her customer information in an ethical manner.

Nine items are used to measure the tendency to accept one’s thoughts and feelings as they occur without evaluation or self-criticism.

The belief that a particular portion of food is sufficient for satisfying one’s appetite in a particular context or for part of a meal is measured with three, nine-point items.

The scale uses three, nine-point items to measure a person’s belief that a particular portion of food is a sufficient quantity for enjoying the taste of a specified food.

Three, seven-point items are used to measure how much a person is motivated and feels “right” about his/her reactions to some stimulus.

A person’s unease and apprehension about giving a particular product to a friend is measured in this scale using three, seven-point items.

The reasonableness and acceptability of a price is measured with four, seven-point semantic differentials.