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.
attitudes
Using five, five-point Likert-type items, the scale measures how much a product conveys the presence of a human being, with an emphasis on social and affective attributes.
The scale measures how much a consumer believes that it is awkward and uncomfortable to purchase a particular product when the behavior can be observed by others. Based on the items, some of the embarrassment comes from the product itself while some is due to other people witnessing the purchase. A five- and an eight-item version are described.
With three, seven-point Likert-type items, the scale measures a person’s belief that the way something was sponsored made him/her feel more positively towards sponsorship in general.
How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.
Using three, four-point items, the scale measures how often a person has negative thoughts about commercials. The scale was made for use by children.
The scale uses three, seven-point Likert-type items to measure how strongly a person believes that an employee has engaged in behaviors to politely and attentively address a customer’s concerns (unspecified).
The extent to which an object is considered to be powerful and aggressive is measured with three, seven-point items.
The degree of conflict a person believes there was between him/herself and his/her partner in a romantic relationship within a specified period of time is measured with five items.
The scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.
With four Likert-type statements, the scale measures how easy a consumer believes it was to compare the healthiness of some similar products by using the information available on their packages.
