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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
University of Texas at Austin

behavioral

With three, seven-point Likert-type items, the scale measures the degree to which a person’s support of a particular organization is based on its community involvement and charitable activities.

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

A person’s tendency or ability to consider the point of view of other people is measured with seven items.

A person’s intention to participate in a particular exercise at a certain level is measured with three, nine-point Likert-type items.

Four, seven-point items measure a person’s knowledge of and experience with a particular physical exercise.

The extent to which a person views him/herself as being regimented and having self-control is measured with three, seven-point items.

The scale uses three, seven-point items to measure how much advancement a person believes he/she has made towards achieving of a self-regulatory objective.

Six, seven-point Likert-type items are used in this scale to measure a person’s commitment to buy one particular brand in a product category, even if it is more expensive than competing brands or not in stock.

A consumer’s general tendency to purchase the same brand over time and not switch to other brands that are available is measured in this scale with five, five-point Likert-type items.

The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.