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.
character
The five item, nine-point Likert scale measures a person’s belief that an advertisement uses a story-like format that communicates information about critical structural components such as who, what, where, and why.
Three, nine-point Likert-type items are used to measure the degree to which a person believes an object has a special intangible quality, something that can be viewed as its “essence” or “aura.”
A consumer’s belief that a particular product contains the legitimate and genuine character of a particular brand is measured with three, nine-point Likert-type items. The scale could also be referred to as measuring “contagion” or “transferred essence.”
A person’s attribution of humanlike qualities to time (free will, emotions, intentions) is measured using six, seven-point items.
How much a person views time in a certain situation as being a beneficial entity or a maleficent force is measured with three, nine-point items.
A person's belief in either the stability of personality traits (entity theory) or their malleability (incremental theory) is measured in this scale using eight, seven-point Likert-type items.
Three, five-point statements are used to measure the degree to which a viewer believes there is a relationship between a character on a TV program and a product appearing in the program.
Nine, five-point statements are used to measure the degree to which a person is interested in, cares about, and sympathizes with a character on a television program. Russell and Stern (2006) referred to the scale as parasocial attachment.
The scale is composed of five point Likert-type statements measuring the degree to which a parent believes that being strict with children is the appropriate method for raising them.
