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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

avoidance

The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.

With five, seven-point items, the scale measures a person’s motivation to hide his/her socially-relevant mistakes and weaknesses.

The extent to which a person would actively avoid interacting with others if he/she were in a certain physical environment is measured with three, seven-point items. 

The scale uses four, five-point items to measure a person’s tendency to put off making decisions and acting upon them.

With five, five-point Likert-type items, the scale measures a person’s tendency to use the Internet for the purpose of avoiding unpleasant tasks and responsibilities.

The scale uses three, five-point items to measure how much a child believes a parent was disappointed with him/her and too busy to spend time together.

With six, seven-point semantic differentials, the scale measures the apparent regulatory orientation of a charitable organization, ranging from a promotion focus to a prevention focus.

A person's likelihood and interest in engaging in behaviors that will conserve paper, with an emphasis on refraining from use of disposable paper plates and cups, is measured in this scale using three, seven-point Likert-type items.

One's ineffective, personal approach to dealing with an environmental threat, such as avoidance or wishful thinking, is measured in this scale with four, seven-point Likert-type items.

Eighteen Likert-type items are used in the scale to measure a person's inclination to distrust relationships as well as to maintain independence and emotional distance from his/her relationship partners.