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Scale Reviews

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This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin


The scale is composed of three Likert-type statements assessing how upset a consumer says he/she would be if it turned out that a poor brand decision was made. This scale appears to relate to the consequences component of risk and, in particular, to the type of consequence called a psychological loss (e.g., Cox 1967).

The scale has three Likert-type statements that are used to assess the extent to which a consumer expresses interest in a certain brand.

The scale has three Likert-type statements that measure a consumer's level of interest in a product category and the stores that carry it, particularly the stores specializing in that product category.

The five item, seven-point Likert-type scale assesses the degree to which a customer expresses a familiarity with a company's products, a sense that the company understands his/her needs, and a willingness to share personal information with the company.

This semantic differential scale measures the temporary (rather than enduring and/or intrinsic) relevance of an object to a person. Whereas enduring involvement is ongoing and is probably related to a product class, situational involvement is a passing motivation. The scale can be easily customized for measuring involvement with such things a particular ad a person has been exposed to or the amount of involvement in a certain purchase decision.

Three, seven-point Likert-type statements are used to measure a person's attitude regarding the extent of control he/she had over a particular Internet-related task. The scale was called decisional control by Mathwick and Rigdon (2004).

The scale is composed of four, seven-point Likert-type statements that measure the degree to which a person uses the Internet because of the enjoyment received from it and its usefulness in having a good time.

The three-item, seven-point scale measures the extent to which a person thinks that Internet stores are easier to shop at and save more time compared to shopping at traditional retail stores. The scale is attempting to tap into a general attitude, not specific to any particular website or store.

A person's reasons for using the Internet, with an emphasis on its usefulness in learning information, is measured in this scale with three, seven-point Likert-type statements.

The scale has three, seven-point Likert-type statements and measures a person's reasons for using the Internet with an emphasis on the ease with which it can be used.