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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

attitudes

The rarity and scarcity of an object, such as a product, is measured in this scale with three, nine-point Likert-type items.

The degree to which a person describes a person as having traits stereotypically associated with females is measured in this scale with three, five-point unipolar items.

The scale uses three, five-point unipolar items to measure how much a person describes someone as having traits stereotypically associated with males.

Three, seven-point semantic-differentials are used to measure a food’s healthiness in terms of its effectiveness.  To be clear, the emphasis in this particular measure is not on the nutritiousness of the food but rather how well it helps one to stay physically fit.

The degree to which a person believes there is a relationship between the healthiness of food and its cost such that healthier foods tend to be more expensive than unhealthy foods is measured with three, seven-point items.

The degree to which a person believes a particular food is wholesome and healthy is measured with three questions, each with its own semantic differential and a 101-point sliding response scale.

The scale has three, seven-point Likert-type items that measure the degree to which a consumer believes that what is received when buying a good or service is greater than what is given up. 

How beautiful and pleasing an object appears to be is measured with four, seven-point uni-polar items.

The scale has three, seven-point Likert-type items and measures the degree to which a person believes another person is like him/her in terms of communication style, with an emphasis on nonverbal expression.

How much a person believes the nature of a specific reward is not only acceptable but motivates him/her to accomplish something is measured with three, seven-point uni-polar items.