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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

behavioral

Seven, seven-point items measure how willing a person is to engage in relationships with people who have a mental illness.

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.

The scale uses three, seven-point Likert-type items to measure how much a person’s reason for engaging in a particular behavior was to take advantage of the opportunity that appeared to be available.

A person’s chronic behavior to categorize all manner of things is measured with three, seven-point items. 

The scale measures a person’s motivation to have a lot of things because of the belief it will bring happiness.  A three-item scale and a five-item version are described.  The latter emphasizes that the desire is felt at the moment.

Containing four, five-point statements, the scale measures a person's hesitancy to reveal something about a particular experience because of the belief it was a private matter.

The scale has three, seven-point Likert-type items that measure how much a person is motivated to seek something stimulating and satisfying at the current time.

Four statements measure a person’s belief that when posting information on social media, he/she is more revealing and less restrained about expressing thoughts and feelings. 

The three, seven-point Likert-type items in this scale measure the degree to which a person who has visited a place (unidentified in the items) is willing to visit it again if the same level of service is provided.  The scale appears to be amenable for use with hotels, restaurants, resorts, and a wide variety of other places people visit that provide some degree of service and which can affect one’s intention of returning to in the future.

The scale has three, seven-point Likert-type items that measure how likely it is that a person will recommend a place and talk about it positively.  The sentences are phrased generally enough that they can refer to a wide variety of “places,” e.g., a restaurant, a museum, a church.