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
Composed of five, seven-point Likert-type items, the scale measures the extent to which images seen at a particular website are believed to be appropriate and exciting.
The level of confidence a person has in a particular retailer and belief in its reliability is measured with five, seven-point Likert-type items.
Seven-point Likert-type items are used to measure a person’s belief that a particular organization expects something in return from people when it gives something to them (quid pro quo). Two versions of the scale are described.
How unique and different a product is considered to be is measured in this scale with three, seven-point Likert-type items.
The degree to which one believes friends consider him/her to have a good sense of style and the knowledge to select appropriate fashion items to wear is measured with four items.
Composed of three, seven-point Likert-type items, this scale measures how much a person would consider sharing some particular information to friends and others on the internet.
Five, seven-point Likert-type items measure how much a person identifies with a particular message and believes it expresses something to others about him/herself.
Three, seven-point Likert-type items measure how much a person believes that entities outside of him- or herself control outcomes.
The degree to which a person believes that he/she has the necessary resources to produce particular outcomes is measured with three, seven-point Likert-type items.
Four, seven-point Likert-type items measure how much a customer has negative beliefs about a particular sales promotion, with an emphasis on the promotion being deceptive.
