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Testimonial

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

attractiveness

The rivalry with same-sex others over access to mates is measured with seven, seven-point Likert-type items.

In this scale, four, seven-point semantic differentials evaluate how positive or negative a person’s attitude is toward a brand name.  A three-item version is also described.

Three semantic differentials are used to measure how valuable a particular object is considered to be.  Unlike most other measures of value, this one does not explicitly measure the object’s economic value and has more to do with the object’s subjective value based on its desirability.

The scale has five semantic differentials that measure how attractive and appealing a product appears to be.  Although the scale was made for use with a product, it seems to be amenable for use with a wide variety of objects.

The scale uses three, ten-point questions to measure the degree to which a person thought about how he/she looked compared to a particular person with whom he/she interacted. 

With three, seven-point Likert-type items, the scale measures the degree to which a person believes a particular advertisement is visually appealing.

The scale is composed of five, six-point items that measure one’s expectation that if he/she were able to purchase a certain product then it would have a positive impact on one’s life in terms of confidence, status, and image.

Five short phrases with a seven-point Likert-type response format are used to measure how nice and pleasant looking a store is where an order was placed.

The degree to which a person likes a store’s interior is measured with six, seven-point Likert-type items.  The emphasis is on visual attractiveness and layout.

The scale uses three, seven-point items to measure the self-expressed likelihood that one would go after and even seduce a particular man.  (The items appear to be easily adaptable for other interpersonal relationships as discussed further below.)