You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

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

attention

How much a person attentively watched a television program and considered it to be fascinating is measured in the scale with three, seven-point Likert-type items.

Using five, nine-point Likert-type items, the scale measures a person’s emotional involvement in an advertisement.

With four, five-point items, the Likert scale measures how actively a person thought about an object and, in particular, how useful he/she believed it could be.

Four, seven-point semantic differentials are used to measure one's belief that he/she was being observed in a particular situation.

With three, seven-point items, the scale measures the degree to which a person was daydreaming or thinking about other things during a particular task.

Five, seven-point items measure how much cognitive effort a person put into reading some information.  

A person’s preference for multitasking (switching attention among several ongoing tasks) rather than performing one task at a time until its completion is measured in the scale with 14 Likert-type items.

Four items are used to measure the degree to which a person reports focusing only on product-related information in a task and ignoring other information.

The scale uses ten items to measure a person’s tendency to be engaged in what he/she is doing with undivided attention rather than being distracted such as with multi-tasking and mind-wandering.

The tendency for a person to notice and attend to thoughts and feelings having to do with physical aspects of his/her body is measured with six, seven-point items.